branding.

Creating an identity for one for the most exciting new musicians in the world.

Holly’s team were looking to create a graphic identity for her as she entered her second EP campaign. Having just signed to Polydor and placed second on the BBC Sound of 2021 list, they wanted her visual identity to be synonymous with her music and resonate with her fiercely loyal Gen Z fanbase.

The result was a hand-drawn logo I sketched in a notebook that looked like something Holly would’ve scribbled alongside the deeply personal lyrics she’s famous for. The skull’s ownership is established through her initials hidden in the teeth, while the accompanying lettering, single artwork, and poster designs evoke a 90s grunge aesthetic that complements her personal style.

The logo has been used fantastically by her team, from animations to The James Corden Show and music videos to festival stages. Fans have even started getting it tattooed.