777magazine

Underground artists don’t follow traditional paths. Mainstream labels and orgs don’t highlight talent, they profit off of it. 777 gives viewers a glimpse into what life, art, and culture feels like for underground artists and communities.

777 is the artist’s spotlight.
My role in this project was to direct everything. In collaboration with one other designer, we created the brand’s story, art direction, graphic syle, editorial style, and brand extensions.

Plus, every single piece of graphic design, merch design, logo, and animation was created by us. These are the visuals that help set up what 777 will look like, and it serves as the foundation for an art movement.

777magazineis a response to generative Artificial Intelligence. Its purpose is to highlight people, not products.
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The graphic style of 777 consists of scans, urban materials, typography as texture, collage, and most importantly...

HUMAN craft.

Every extension of the brand should represent these core ideals:

Bold
Unconventional
Affordable
Unapologetic
Confident
Diverse

Motion (warning: audio might be loud)

Song is blush [2019] by damon r.