DJ Match.a.mor, or simply “Matcha,” sought a brand refresh at a crucial time in his career. His number of bookings was growing exponentially, as was his tight-knit community of music lovers in San Diego’s Hillcrest neighborhood. He knew it was time to create a tighter brand that could grow with him.
Some elements were already set. Matcha loved the teacup logo, and wanted a more polished version. His energy is as bold as the green tea lattes he makes every morning, so a bright matcha green was a must. And the original typeface selection, Ethereal Thin, matched Matcha’s elegance.
A crisp new logo with sweeping curves ties in perfectly with Ethereal Thin's proportions and contrast. Expressive, earthy colors create the feeling of boldness, comfort, and luxury. Standardized image treatments keep a cohesive look. And polished photography brings texture to the Match.a.mor experience.
For further inspiration I looked to the house scene for off-balance layouts, which create mystery and energy. I found parallels in luxury packaging, which favors pared-down color palettes and a healthy amount of negative space.
The most crucial marketing collateral for a DJ is their press kit. But existing examples of press kits were stuck in the mid 2010s — dated, but not dated enough to feel nostalgic. By contrast, the Match.a.mor brand kit is minimal, clear, and bold.
