This project involved developing a full brand identity system for BeatsFest, a youth-focused music streaming service created by college software engineers. The client’s goal was to stand out in a crowded market by delivering a fresh, authentic experience rooted in nostalgia, inclusivity, and tech-savvy innovation.

To achieve this, I designed a logo in Adobe Illustrator inspired by vintage vinyl record labels and paired it with a bold, custom wordmark. The use of two distinct shades of blue—Marian Blue and Vivid Sky Blue—differentiates the brand from competitors like Spotify and Apple Music while reinforcing a modern yet approachable tone. The style guide reflects the brand’s friendly, down-to-earth personality through casual language, lifestyle imagery of diverse users, and a clean, minimalist design system tailored to Gen Z and young Millennial audiences. This system was built to be scalable, accessible, and instantly recognizable across digital platforms.

All final creative assets, including vector logo files and supporting visuals, were handed off to the BeatsFest marketing department for use across promotional campaigns and branded content.