SWAG is a hip hop / pop party target for a young audience, avid consumer of the american black music. Our challenge was to develop a visual identity that portrayed in a unique way this culture so rich in textures, references and aesthetics. In addition, it was necessary that the brand and communication had the strength and daring that its own name suggests.
With a genuine urban cultural universe, our first references came from expressions of hip hop and soul of the 70s and the urban fashion of the 90s. Seeking a contrast between irreverence and graphic politeness, we found in the mixture of collage, textures and animations the basis for developing the party's identity. In each of its editions, we used a bright color to bring weight and impact to the black and white system. The logo, in turn, was developed by hand, keeping in their shapes a raw aesthetic. In addition, we created next to the client some brand interventions for the party, as well as all the online campaign.