Context
I partnered with Irish Exit, a Charlottesville-based band, to reimagine their visual identity and digital presence. The band had a strong personality and growing local following, but their brand lacked cohesion across platforms and a clear strategic direction. The goal was to build a unified identity that felt authentic to who they are while supporting needs like promotion, bookings, and merchandise.
The Challenge
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No consistent visual identity and central digital presence
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Brand assets were fragmented despite strong live performances
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Existing materials made it difficult ot present professionally to venues
My Role
I led the rebrand from start to finish by developing the brand direction, designing visual assets, and building a fully functioning website. Throughout the process I worked closely with the brand to make sure the identity reflected how they wanted to be seen.
Brand Direction & Ideation
The brand needed to capture the band's energy - approachable and lively, while staying consistent across digital and physical touchpoints. I developed four early logo directions in Figma before landing on a final system.
Identity System
I designed a flexible visual identity built to adapt across use cases and scale alongside the band.
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Primary and secondary logos
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Merchandise mock-ups
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Social icons and watermarks
Digital Experience
I designed and built a fully functional website using Figma Sites, translating the identity into a clear and intuitive experience. The site now serves as the band's central hub, resulting in new bookings in the spring of 2026.
Merchandise & Brand Extensions
To extend the identity beyond digital, I designed branded merchandise including apparel and accessories. These pieces reinforce the visual identity for both fans and members and are currently moving into production.
Reflection
This project reinforced that a strong brand isn't just about how something looks. It's about creating a system that works consistently across every touchpoint. Leading this rebrand end-to-end strengthened my ability to translate strategic direction into execution.