-Brand Asset Design
David Kushner is a 21-year-old singer-songwriter originally from the suburbs of Chicago and currently based in Florida. I was asked to design several assets and other deliverables for David's merchandise brand and his upcoming tour.
I had complete design freedom with this logo, but I knew I wanted to make it feel at home in David's existing branding, pairing well with his own logo. Additionally, I wanted to have the functionality of a full text-based logo and an icon.
I chose a rounded serif font as the starting point of the logo so that it would match well with David's existing logo. To make the logo feel "miserable," I modified the letters to be top-heavy, giving a slumped over, hangdog feel to the typography. Furthermore, to incorporate the theme of misery, I modified the "M," making the first stroke look like a tear. This also added a memorable and unique feature to the logo, enabling the use of an icon that only included the "M".
Before I started work on this style guide, I was provided with David Kushner's logo and one brand color. My goal was to create a simple style guide that would tie David's brand together visually and enable his marketing team to easily apply the visual guidelines to future branding.
To begin, I analyzed David's existing content, the color, the feel, and other visual elements. David's vibe is very warm and grainy, often complemented by cold deep blues. He has an analog retro/vintage feel throughout his branding. I decided to incorporate those feelings and themes into the style guide. I chose a vintage serif font that matches the font of David's existing logo very well. To complement the display font and add to the analog vintage theme, I chose a slightly distressed typewriter font for the core body font. Choosing the color was straightforward. I opted for complementary beiges and browns to go along with David's existing color and added two blue options. To ensure that the style guide would be used correctly, I included information about when and how to use the different assets.
This is the largest banner and its main purpose is to be visible from a distance, making it easy for people to identify David's merchandise stand.
David's most distinctive and well-established visual elements are his logo and his face, so I aimed to make them as large as possible. To achieve this, I created an alternative version of the logo that better fills the wide format of the banner.
The objective of the packaging design was to showcase David's face and logo as prominently as possible, as they are the most significant aspects of his visual identity. Apart from that, the package should feature the QR code and David's social media handles.
My idea was to create a seamless wrap that goes once around the entire package. I chose to extend the sunset sky background from one of the images to serve as a backdrop for the package. Then, I color-matched and incorporated the other images into the design. To integrate the logo and other information in an aesthetically pleasing and functional manner, I utilized a grid system to align everything.