Branding: Small Business
Heart of Gold DJ’s
Based in Los Angeles and San Francisco, Heart of Gold are an all-woman DJ crew putting their vast musical knowledge to work by spinning all the favorite dance floor gems with none of the cheesy gimmicks.
Identify key stakeholders, collect and review all relevant previous brand materials, build a theory for the case, and begin mood board experimentation based on these findings. Guide the client through a branding exercise and discuss target market, unique business offerings, and create a positioning statement.
Three concept styles and mood boards are developed from discovery.
Vintage + Expressive: California vintage with a twist and lighthearted, fun attitude. Voice and style, playful but not youthful .
Aesthetics: Bold typefaces, rounded and approachable, touch of vintage. Possible illustrations for each DJ.
Classic + Iconic: High quality and recognizable but unique. Typically bold and simple, lending itself well to a symbol or letters. Compelling yet uncomplicated images that are emblematic of the brand
Aesthetics: Classic typefaces and script-faces; symmetrical, centered lockups. Traditional with a twist, slightly retro but not boring.
Modern +Minimal: Bold, simple, layered, expressive and thoughtful. Sleek, bold typefaces; handdrawn type.
Aesthetics: Explore modernizing the punk poster. Collage and layers of bold shapes—explore heart shapes and abstract hearts. Waves of music abstracted to a recognizable HOG pattern to be used on branded materials
Concept & Exploration
Based on the discovery findings and choosing a few mood board directions, experimentation on logomarks begins. Iterate, assemble, deduct, consider.
Concept Statement: For the Love of Music It’s time to celebrate one of the most unique aspects of Heart of Gold: quality DJing provided by women. This crew of talented women-identifying DJs is one of a kind in a hugely male dominated field. This concept blends a vintage feel with modern lines to convey a universal love of music and femininity.
Concept Statement: Spinning Gold Directly recognizable as a music-related business, this takes a direct approach to conveying the Heart of Gold message: we spin gold. No cheesy gimmicks—just pure gold—and we put our heart in it every time.
Concept Statement: Hard Working DJs This type-based logomark feels strong, powerful, iconic, and timeless... and a little Cali. Visible and distinctive, it could be printed on the side of DJ equipment, t-shirts, stickers, and stamps. Long live good typography and it’s ability to create a strong brand presence!
Design & Refinement
Refining the chosen concept, culminating in an identity that achieves the goals identified in discovery .
This brand is celebrating one of the most unique aspects of Heart of Gold DJs: quality DJing provided by women. This crew of talented women-identifying DJs is one of a kind in a hugely male dominated field. Our brand blends a vintage feel with modern lines to convey a universal love of music and femininity.
Finalize & Deliver
Brand guidelines book created with logo usage, color, typography, photography styles, web styles, and design elements.
Soon after the new brand was established, Heart of Gold DJs had their 6 year anniversary party. The new brand was applied to a poster for the event and the logo was made into a neon sign.