Created for Astro Raw
Astro Raw, the artistic alias of Lucas Goodman, is a Brooklyn-based DJ and one half of the highly acclaimed R&B duo, Lion Babe. In 2012, Goodman's production of their chart-topping hit, "Treat Me Like Fire," catapulted Lion Babe's success, culminating in a record deal with Interscope Records. With Astroraw, Goodman masterfully blends pop, dance, and R&B genres, cementing his status as a sought-after DJ in the vibrant NYC nightlife scene.
Initially, Astro Raw predominantly relied on professional photography to promote his shows, showcasing a diverse range of carefully curated photoshoots, scenes from music videos, and editorial collaborations on his Instagram. Conducting a comprehensive visual audit of contemporary brand design elements and the prevailing trends in NYC nightlife, I embarked on creating a brand identity system that combined Astro Raw's unique looks, and the essence of electric and pop music.
By collaborating closely with Astro Raw and understanding his musical style, I successfully created a visually striking and flexible graphic design campaign. The cohesive visual identity, spanning the social media assets and logo effectively represented Astro Raw's unique music and attracted his target audience. The design campaign contributed to the success of Astro Raw's show attendance and helped establish his brand in the competitive electronic music industry.
