OVERVIEW:
The concept behind this project was to create a futuristic, yet simple aesthetic for the branding of my music alias, ETHXN. Finding what ETHXN had to offer to the public involved digging deeper into the world of music branding and marketing strategies. Before the iteration process, analyzing the top artists and their individual advertising campaigns was crucial to creating industry standard logos and banners. Many are unaware of the multiple subdivisions behind a single artist and the effort that it takes for teams to formulate how one artist will be seen, heard, and thought of in the public eye. Although the brand, ETHXN, has yet to be set on one genre, due to the fact that my music is constantly evolving, I have envisioned the specific characteristics that would be on the logo/banner concepts: sleek, futuristic, modern, linear, clear-cut.
01. Challenge & Research
How can we transform creative musical concepts into reality?
Problem + Solution
CHALLENGE
Problem: The entertainment industry is saturated with clones that promote generic music over and over. In order to separate an artist from the millions attempting to become the next superstar, an appropriate, yet unique branding must be crafted to surpass the competition.
Solution: Having been honing my music production skills for approximately two years now, the reimagined brand identity along with the promising music will compete against other artists in the industry. The main goal is to maximize the artist’s reach and to show the public what the next big thing really is.
Personal Music Production Files
RESEARCH
Competitive Analysis
By taking a deeper look into some of the brand identities in not just music, but also the pop culture scene, I slowly began developing new inspirations on what ETHXN will ultimately look like.
Artist Logos
02. Iteration
What was the process when developing the brand concept?
ITERATIONS
The Process
With different inspirations in mind, I began creating as many different visuals as I could in a short timespan in order to establish all my ideas and eventually end up with a couple reassuring designs.
03. Final Results
What is the culmination after a dedicated month of design work?
FINAL ITERATIONS
Final Banner Iterations
While exploring different layouts, shapes, and colors, I went with more of a futuristic, abstract look to reflect the dynamic essence of the brand's vision. The main focus was to communicate a sleek look while also capturing the brand's essence in harmony with an electrifying ambiance.
04. Key Takeaways
What valuable insights and experiences did I gain from this project?
Music’s Design Demand: It is no secret that one of the main factors in becoming a successful musician is through heavy social media marketing. With that being said, demand for designers in this day and age is at its peak because of the saturated market filled with artists hoping to make a living out of a creative outlet. Talent agencies should take brand design seriously because it permanently associates an artist with their brand, creating a lasting public impression.
Practice Makes Perfect: Through constant iteration on Illustrator, Photoshop, and Procreate, I began to progressively familiarize myself with the keyboard shortcuts, streamlining workflow and enhancing efficiency. After a month of constant iteration, I have come to the conclusion that consistency and a growth mindset are the essentials needed in order to differentiate myself from the mediocre designers.
Conclusions & Lessons Learned
KEY TAKEAWAYS
Check out some of my other projects!
