Documenting a global journey with Residente
Residente is a musician, writer and filmmaker who has won more Latin Grammys than any other artist. When branching out an independent artist, he contacted us about a rebranding his identity to coincide with an upcoming crossover album.
We developed a logo using a custom font inspired by the phonetic alphabet. The universally understood language embodied the album’s concept of cultural interconnectedness and global community. Building on the logo, we developed a full visual identity including a unique icon system, illustrations and an array of marketing collateral including t-shirts, posters and skateboards. We also established graphical treatments that catered to social media, repurposing the brackets traditionally used within the phonetic alphabet to allow simple text-based social media messages to feel branded.
The look & feel culminated in the cover art for his new album which won a 2018 Grammy for Best Latin Rock Album. The result is a comprehensive visual identity system that is designed to reflect Residente’s unique artistic identity while evolving with him over time.
Inspired by the shapes in flags from around the world, we removed the colors and broke them down into pieces, creating a unique set of visuals that appeal for universality and unity beyond any real or symbolic boundaries.