I was brought on board to create the first full-scope brand guidelines for rising rock artist Lex Bauman. The client's main goal was to move away from "80s tribute band" aesthetics and land closer to "modern-retro." With Lex citing Rick Springfield, Cheap Trick and The Cars as major influences while being a young rising artist, it was vital to balance classic rock inspiration with fresh, digital-first design thinking. Vitally, content could not appear stuffy or dated in a way that would be offputting to younger audiences. I crafted a refined style guide that has been executed uniformly across cover artwork and gig flyers in addition to social platforms.
From the launch of posts in the new style, Lex's Instagram following increased by 44% in 4 months.
The pieces below demonstrate the final version of the style guide as well as several pieces I personally created to execute this style.
