Loose Content

Let me tell you a story... One day, 3 fellas decided to found an audiovisual media agency that could allow them to merge their 3 main passions: party, music, and filmmaking. That day "LOOSE CONTENT" was born, an audiovisual production agency centered on music events such as dj sets, night clubs and raves.

Photos by Loose Content

This team was brimming with talent, however, they lacked another important factor: a visual identity. One that not only represented their personalities, but also stood out among the "old guard" that covers que nigth scene of Lima.

Taking this necesity as a mission, i gave them the following visual proposal:

Sketches:

4 brand seals were design, with different approaches and letterings that would illustrate the meaning of the word "loose", along other key words that portray the team's identity.

The word "loose" (picked by them) is the name of a clothing style the team wears, it also means "relaxed". This name, as well as the visual identity, seeks to reflect the team's own identity as individuals: A group of friends passionate by photography with a relaxed but profesional attitude.

Proposal #1:

Vectorization

One element associated with music events and photographers on them are "pass wristbands" or "Tyvek wristbands". They are placed on the wrist and give the user free access to wherever the wristband allows. In this particular context, is very common to se photographer walking around concerts and events with their "Photographer/STAFF wristband pass". Having this fact on mind, the wristband is used as a signature symbol of the agency. To better fit this concept, the asterisk/star was added at the center of the wristband, refering to the flash of a camera.

Color test:

Neon colors were used for the color palette, as reference to party lights, an often essential element to parties and music events.

No asterisk + effect

Proposal #2:

Just as the word "loose" is associated with the style and personality of the team, the catchphrase "On the loose" can also be associated. We can associate this phrase to photographers, when they are "set loose" on a party or event trying to get the best shots. Or when they're trying to escape everyday life by going on night outs.

Proposal #3:

Similar to previous concept but taking a more illustrative approach. Graphic depicts a young photographer "set loose" on the event, wearing a "loose" clothing style.

Color test:

Proposal #4:

Another iteration on the concept. This time using the "polaroid photo" as a graphic element to represent photography. Also different typography and lettering tests that go along with the concept.

Color test:

Mockups: