Brand identity for an underground music collective in Guadalajara, Mexico.
Founded in 2023 by Sofia and Alejandro Orozco; two siblings who have made a name for themselves as DJs and producers, known for their ability to connect emotionally with the crowd and transport you into new and exciting soundscapes. They’re dedicated to open a platform for emerging talent, inviting you to culturally unique presentations that cultivate the collective spirit.
After collaborating closely with the founders on the brand strategy and positioning, I set about creating an avant-garde cultural brand that would contrast within the local and international music scene.
Logo
At the centre of the brand identity, the Underwave symbol is simple and poised, and builds up on the brand’s clear visual journey into the emotional currents of their musical spirit. Strong, modern and impactful, it is designed for a global audience while firmly rooted in the collective’s local spirit.
Instagram & SoundCloud
Consistency through all social media was successful by applying the limitations set in the brand guide, including creative direction of the photography.
Corporate Stationary
The identity positions the collective as a platform for local emerging talent and expert in the music field overall.
Color was carefully curated to create a color palette of vibrant and natural muted colors, which allows for many different personalities.
