The grittiness in the cracks and corners of NYC inspired the treatment for this Brooklyn based brand. The aesthetic is intentionally worn, defective and stressed. This is then paired with bright red-orange tableau to create surreal yet familiar reference points. The viewer is placed in the tower of the sublime, to look down on a tactile, yet unrealistic, uncanny valley.
Jollies specializing in challenging music, so in branding it was important to remain fun and approachable with the goal of broadening the audience. The key was to present an open door to sounds in less of the spotlight.
A cast of playful characters were designed to act mascots for the brand and assets for future merchandizing materials. Further, the custom-drawn logo was imbued with charm and cheerfulness to keep it light.