It was more than that. It was rebranding the identity of a group of people.
The Problem.
The Mixtapes, a competitive NYU college a cappella group struggled to understand why they were not attracting the best new singing talent. While I was lucky enough to be selected into the group, I noticed the image we had did not reflect our true capabilities.
The Idea.
I began to think of ways for us to improve our image in the college community. I created fresh posters for concerts we held, revived our social media but most importantly gave our group a new logo. Then a new website.
The Solution.
I spent time listening and re-listening to the music we created, watched videos of the songs we sang. Then tried to communicate our musical identity through abstract and literal visual iterations. I took in as many opinions as I could iterating on the most successful logo until I was satisfied.
Digging into the values.
While some of the old logo was cluttered and visually overwhelming, there were key elements to keep.
- Representing the name
- Communicating the fun nature of the team
- Eye-catching
![](https://pro2-bar-s3-cdn-cf2.myportfolio.com/771bf8e7-d09f-41c0-a144-85b3e8067b28/dc72346d-a805-4577-8b66-dd3e433f30dd_rw_1200.png?h=1765137dd3e15b9a742995151481c5bb)
![](https://pro2-bar-s3-cdn-cf2.myportfolio.com/771bf8e7-d09f-41c0-a144-85b3e8067b28/deb85f7a-9012-4cb3-a41b-1a1beec98e1d_rw_1200.png?h=e19d4582dcfae786a38e9a791ec1ad9d)
Working with the people.
I needed to make sure the identity of the group was communicated. For that, I would need to communicate with each person. I welcomed critiques and tried my best to translate their hesitations into multiple iterations. I also tried to strike a balance, pushing my vision of what I thought the future visual identity of the group could be with the new logo.
Delivering.
![](https://pro2-bar-s3-cdn-cf6.myportfolio.com/771bf8e7-d09f-41c0-a144-85b3e8067b28/0ba5b363-b268-4502-9f25-c85582d05c0a_rw_1920.jpg?h=d9b4f69d8b56d15b5c0e7d65a8d1a91c)
![](https://pro2-bar-s3-cdn-cf1.myportfolio.com/771bf8e7-d09f-41c0-a144-85b3e8067b28/9547cc26-c803-4f5e-8f80-68eda1d4a7b9_rw_1200.png?h=ddc88bb0aadcfde9d587ba70e723d145)