The first part of this is a detailed questionnaire, a current brand evaluation and few activities that help the artist get to the bottom of who they are and what they represent.
Once we completed this process we were clear on Archi’s brand vision. We would create an edgy identity that was alternative to the general rap genre.
We started the logo process by going through our fonts, looking to add an element of modernism in our decidedly vintage inspired concepts.
Archi requested something very simple that contained the letter “A” so we got to work on making a very unoriginal letter unique.
The creation process started off by mocking up a few “A” symbols that had some simple tweaks to allow them to stand out. We also went in a geometric/tribal inspired direction on one of the concepts.
After narrowing down the concepts, Archi decided on the double lined “A.” We cleaned up the edges and had our finished logo.
To match Archi’s brand we went with a kaleidoscope effect of a dark picture of clouds. This made something that was really interesting to look at and it draws attention to the center where we placed his logo. On the back side we used an image of Archi shot in the Dream Machine, keeping it simple with only necessary contact information.
The website opens up with an interesting double exposure of Archi. The natural toned gradient sets the mood for the brand and gets first time viewers comfortable to see more. An edgy head shot next to his bio allows fans to expect something different from him as an artist. His single is included on the site in its on section to provoke fans to listen. The site ends with live shows, snap chat link and a contact form.