Project
VYMVN Brand
Client
Ayman Abdalla
Role
Creative Director
Brand Designer
Disciplines
Creative Direction
Branding
Product Design
Operations
Content Creation
Synopsis
challenge
discover
key stats
industry size
growth rate
primary region
VYMVN started with Canada and will branch out to the US. Understanding who we’re speaking to will help us tailor our messaging. At this stage in his career, VYMVN plays shows internationally whenever they come up but, plays North American shows more.
culture
problems
His story was there but, not in his visuals.
For a long time, success meant fitting in (or at least that's what was thought). Songs were written with stories, vocals and sounds that didn't reflect his own story. We needed to challenge this notion.
insight
define
With the research conducted, we had everything we needed to craft a strategy.
ethos
VYMVN aims to be the one that brings people together to be themselves—he wants his listeners to be as bold and brash or quiet and reflective as they want and to use his music as the soundtrack to their life. He unites people.
demographic
These listeners seek meaning in their escape. They want an experience that brings excitement, beauty and guidance on their journey.
psychographics
EDM, astrology, spirituality, tech
Yearning, open-minded, strong-willed
Speaks their mind on issues they believe in
Searching for meaning in life’s storms
Accepting that storms are a part of life
attributes
Always be real
Embrace your truth
Relatable and inspiring
Purpose, optimism and harmony
objectives
design
The final logo was constructed using 4 shapes. Each letter of the logo was built individually then kerned together to create the full wordmark. A symbol can be derived from the wordmark as a stand-alone logo.
brand tests
The logo went through various tests to ensure it worked in multiple contexts.
Storytelling
Responsivity
Contrast
Memorability
Obstruction
Flexibility
Patterns
Visual Audit
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storytelling
When I asked about his story, VYMVN continuously used the word “journey” so, we went with the metaphor of undergoing a journey on a road or pathway.
responsivity
contrast
The logo works on black and white.
Memorability
The logo can be easily recalled.
obstruction
The logo can be identified when covered.
Flexibility
The logo can be expressed in many ways.
PATTERN
There's a visual language without logo.
Comparison
The logo looks different than others.
deliver
Delivery consisted of handing off assets and guides as well as extending the brand out into the world in meaningful ways.
Album artwork by Mustafa Abdel Fattah.
(First image) event poster for VYMVN's first EP signed under Sony Music Canada's Awesome Music label. (Second image) a page from VYMVN's electronic press kit (EPK).
Results
Outcomes
Assets
*This helped sign a deal with Sony Music.