Illustrator | Photoshop
Lowlife Odyssey is an academic project that required me to create branded assets for a music festival concept of any genre. I chose UK Grime, a subgenre of rap that evolved from garage music, hip-hop, and hardcore techno from the early 2000s.
The genre originated in East London, taking many of its influences from underground culture, streetwear fashion, and British identity. These influences are reflected throughout grime music and the culture it has created. The most notable characteristic is bold expression in fashion and language.
I first started my process by researching the genre, mainly focusing on underground urban culture and streetwear fashion to find inspiration. Based on the research, grime music is best represented by bold colours, influences of tattoo and graffiti art, and punchy expression. These influences inspired the festival's name, 'Lowlife Odyssey' – a journey through underground culture.
The deliverables reflect these themes by creating a visual identity that highlights elements such as bold colours, chains, script typography, and the festival's artists. The logo, in particular, is heavily influenced by streetwear fashion, with the use of a chain and pendant worn by many of the artists.
Keeping with the theme, the colour palette is inspired by a few of the chosen artists albums. They feature a yellow or golden colour that conveys luxury and richness. The use of purple also conveys this theme with the colour traditionally being associated with royalty. Together, it make a punchy and bold contrast similarly to the music genre.
Overall, this project was an introduction into creating and applying a visual identity to a variety of assets an deliverables. It took many revisions, yet sparked my interest in branding and marketing.
