In hip hop, flow is the rhythm or pattern of an artist's vocal delivery. Put simply, flow is the way the words flow out of the artist's mouth. When challenged with creating branding for a music festival, I decided I wanted to build an identity for a hip hop festival centered around this concept, aiming to capture the dynamic and expressive nature of the genre.
When creating Flow's wordmark and branding, I had a couple keywords in mind: premium, intense, monumental, authentic, alluring, defiant, rebellious, contemporary, experimental, captivating, resilient, adversity, tenacious, structured, rhythmic, expressive, and dynamic.
These keywords served as the basis for creating a wordmark and brand identity that truly echoed hip hop, and wouldn't just work for any genre of music.
This project was chosen to represent Graphic Design and Visual Experience in the SCAD 2024-25 Academic Catalog! View it here.