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
Working without a brief, budget, or research sample taught me that brand direction sometimes has to be excavated from the client. Leading Irish Exit's rebrand end-to-end, from logo ideation to website to merchandise, also showed me what it actually means to build visual system. Every decision has to hold up across each touchpoint or the identity falls apart.