BluesCraft re-brand design

Case Study

BluesCraft re-brand design

Client: Phil Gammage & Sid Moskowitz/BluesCraft
Project Link(s): +Facebook +Instagram   
Completion Date: August 17, 2018
Tools Used: Adobe Illustrator, Adobe Photoshop, Glyphs, Wacom Bamboo Pen & Touch
Skills: Brand Design, Color Theory, Flat Design, Identity Design, Illustration, Layout Design, Logo Design, Logo Integration, Shape Building, Sketching, Typography, Vector Design

Project Overview:

  • The clients were looking to rebrand professional before the Fall 2018 season began.
  • BluesCraft is a live music series in New York City.
  • Their manifesto: “We are focused on musicians who perform blues, country, rockabilly, bluegrass, swing, and other American roots music styles. We feature artists who are fully committed to playing that style of music, not “part-timers”. BluesCraft is NOT a blues jam.”
  • For this project I started with two typefaces: one completely custom, and one that was customized by joining 3 inspired fonts. The cut edges and brush script led to the modern perspective on the traditional blues folk art. After creating the wordmarks and letter-marks, I created a color scheme that was rooted in blue hues but also had some contrasting colors. Next, I created a series of instrument glyphs that could be used together or separately from the logos, but that still maintained a wood-craft/hand-etched aesthetic. The devil creature, animal avatars, and settings were inspired by blues songs mentions/titles including a cat, a rat, and the crossroads.