Branding and Identity
Challenge: Help a hard rock band visualize their identity
Role: Creative Director, executive producer
It’s important to make sure we’re not just spending all of our working on one style or type of content. I try to keep a diverse mindset by staying connected to one of my earliest loves, music. I work with bands to help them connect their visuals to their audio…help them understand how the full experience is connected. Voycheck was one of those bands.
Voycheck was a hard rock band with a sound reminiscent of nineties hardcore. They leaned on political messaging that focused on social justice and the elevation of society. They decided on their name after hearing the story of the Polish war bear Wojtek. They had western-ized the name in hopes that bookers and promoters wouldn’t have issue spelling it. Next we connected on what the name means and how it relates to their message- stripped down and stirring, inspirational in tone, and of the people.
We decided to lean into the Russian Propaganda imagery, specifically created during the space race. This imagery was felt to be tonally correct in its aspirational quality:
All of us coming together, looking to the heavens, building a better experience there while fixing the world here
While that was a great start, it was felt that it was still too clean. We needed to make it more gritty. For that we turned to Saul Bass. His hand cut paper style was the perfect way to connect the earth and the stars.
Lastly, we looked at how their live presentation translated. It was decided they needed a way to feel connected, united, even. For that we looked to a more modern interpretation of the future- the Expanse novels. We looked at how the people of the belt were depicted, utilitarian jump suits and industrial strength nerve. So we put the band in matching jumpsuits and patches detailing their “mission.”
When we put it all together, it looks like this