The client ask was to create a modern, elevated visual identity that still honors the agency’s deep Southern roots. That vision immediately took me down a research path into the cultural foundations of Southern Black music. I explored the musical legacy of Black America: from the Mississippi Delta blues to New Orleans jazz. Visually, the system balances handwritten textures with structured, geometric forms to symbolize both artistry and clarity. The color palette draws from the land: deep denim blues, muddy browns, and warm, earthy neutrals. Throughout, you’ll see abstract shapes inspired by fragmented instrument parts, and typography reminiscent of vintage juke joint flyers; bringing a sense of place and story into every design element.