Brooklyn underground
Industry // music & entreatment INSTRUCTOR // Petra CATEGORY // branding DATE // 2019
objective
Brooklyn Underground is an annual festival celebrating underground hip-hop artists in Brooklyn, New York. It's all about showcasing the vibrant talent beyond mainstream hip-hop, catering to fans aged 18 to 27 who appreciate the genre's deeper roots and diverse sounds."
Solution
Given its "underground" theme, we drew inspiration from the New York subway system. Helvetica, the typeface synonymous with the subway system, was chosen for the body copy. Graffiti hand lettering was selected for headlines, the main logo, and motifs to infuse the branding with the city's streets' raw energy and urban atmosphere.
