Resident Advisor 25
A campaign for Resident Advisor's 25th, built around a rabbit we pulled out of their logo.
A live brief set by Resident Advisor, the electronic music platform, for their 25th anniversary. Group 3E: me, Feitong Wu, Cheyenne-sky Blair and Yuhan Yue. They wanted a campaign for the quarter century that wasn't just the company talking about itself.
The decision that shaped the rest of it was aiming at the fans instead of the anniversary. That turned it into a party rather than an announcement, and a party into things people keep: collectible vinyl, wristbands, stickers, tape. Nothing in it only exists on a screen.
The mascot comes out of the logo instead of being drawn next to it. RA's monogram is two thick arrows, and stood on its end with ears added it reads as a rabbit. Same weights, same joints, nothing new introduced. It works at any size, from a sleeve down to one sticker, and we animated it in short loops.
The palette is acid green, violet and magenta on black, and RA liked it enough to tell us so. An earlier illustration route we tried was softer and more decorative and they turned it down for not fitting the brand. The design system board pulls it together: the elements, the palette, and how the mascot and the 25th lockup sit next to the logo.
Campaign identity, mascot, vinyl packaging, merch and a design system, presented back to Resident Advisor.
