Dustin Lowman is an emerging folksinger in NYC. He is inspired by the greats like Bob Dylan, and brings a new point of view to the folk scene.
THE PROCESS
I started by understanding what Lowman's core values are as an artist, and dove into his world of inspiration. His pillars are: "Timelessness, Warm, Literary, and Humorous." This immediately gave me insight into the space he occupies within the genre — he's playful and not too serious, writes with intent, all while respecting the greats who paved the way.
It was important to establish how far we would lean into the inspiration of the 1960's; Lowman is an up-and-comer, not a cover act, so his brand should still feel personal and youthful. The end result bridges a metropolitan quality with a humble earthiness, and is fit to withstand time as it passes.
HIGHLIGHTS
By pulling fonts like Mrs. Eaves, its poetic quality nods to Lowman's "Literary" brand pillar.
The rugged edges used throughout the brand derive from the logotype font, Citrus Gothic Rough. This font is also customized in the logotype to remove all flourishes; this nods to Lowman's "Timelessness" brand pillar.
Whilst not imperative to the viewer, the rose logo mark has a hidden "S" for Lowman's middle initial; a small detail that makes the branding personal to him.
Tour poster design spotted in local bar bathroom. (classic)
