2. Concept Development
3. Motion Animation
What comes to mind when you think of Emo? Why is it often associated with sadness or being different? What would it mean to rebrand Emo, or to rebrand a group in general? When you break down a concept like Emo, what parts of it shape how people perceive it today? We understand its current stereotypes, but what if we could find new ways to celebrate it?
Research into the Emo community shows a real connection to emotions. So why is it considered "weird" to be emotional? Why can’t it be cool to express what you feel deeply?
We bring this to life in our designs by using subtle, hand-done elements that celebrate uniqueness. For example, a slight tilt in a letter, or uneven hand-drawn lines, allude to the beauty of imperfection and individuality. These design details mirror the diversity within the community itself—small differences that make each mark, each word, and each person distinct. Our icons and typography don’t strive for perfection; instead, they lean into the quirks and flaws that make them unique, reflecting the confidence to stand out from the crowd.
Collaboration project with Nina Bommarito