PROJECT BRIEFING
Pronoun is the indie rock project helmed by Alyse Vellturo, a songwriter based in Brooklyn, NY. Her music orbits 90's alt-rock
and 00's Death Cab-style emo, and lists her influences as anything that'd be on the 10 Things I Hate About You soundtrack.
She reached out about creating merchandise and some promotional visuals for her upcoming live shows.
The merchandise was to tie into Pronoun's upcoming single "SLAP ME IN THE FACE" and we discussed the concept of dodgeball as a motif.
We initially conceptualized doing something that could look like an actual sports jersey.
We then decided on a more a minimal design that still echoed the same themes.
I also created a set of graphics that used the same visual language to promote Pronoun's upcoming tour, and the closeup of the dodgeball
we used for the other graphics became the artwork for "SLAP ME IN THE FACE".
Alyse followed up with another merchandise request: this time a shirt and an enamel pin. The concept for both centered around
hot dogs and she was looking for something that mirrored a vintage cartoon style.
The design came together rather quickly. Once the initial sketch was done I imported my drawings into Illustrator
to trace and digitize the final design. I chose a varsity style font to match the vintage style and
assembled the final mockup in Photoshop.
With the shirt design finished we moved onto the second design which would be an enamel pin featuring a hotdog in a tortilla
with the band name “Pronoun” written in mustard. Alyse had a photo she was looking to reference in the design.
It was a picture they posted to social media that gained viral attention amongst her fanbase.
To mimic the mustard look for the font I wrote the band name multiple times with an actual mustard bottle,
photographed them, then imported them into Photoshop to render the logo.
After finalizing the “mustard” font I digitally illustrated the tortilla and hotdog. After the first revision, Alyse noted it looked more
like a cookie than a tortilla so I adjusted the main shape to give it a more imperfect look.
We soon landed on the approved version and finalized.
Initial Draft
Approved Final Draft
