Krazy Arabz
The Client & The Designer: Fawaz AlAliwat
Services: Branding, Graphic Design, and social media for a techno label
Project: Create an underground techno label, events company, and artist management agency that promotes local and regional artists through events, music releases, and artist management.
Introduction:
Krazy Arabz is a passionate and energetic underground techno label, events company, and artist management agency founded by FawazO, a veteran of the underground scene with a remarkable 20-year journey. The goal is to embark on a new beginning and make a mark on the global stage. Through their local, regional, and global events, Krazy Arabz spreads love, expresses mixed cultures, and delivers epic techno beats. Their mission is to create a safe space for music appreciation and provide an audio-visual feast. With a commitment to inclusivity and diversity, they offer a unique platform for the Middle East's techno talents. Prepare for an electrifying, sophisticated, and positively charged experience as Krazy Arabz embraces the chaotic and passionate nature of techno. Join them on this epic ride because Krazy Arabz knows that Energy Loves Madness!
Objectives:
- Create a brand that resonates with the regional techno community.
- Develop a strong and bold brand that sets trends.
- Reflect techno music with an Arabic touch, creating a bilingual Techno brand.
Research and Analysis:
- Conducted market research to understand the existing brands and competition.
- Identified a lack of originality, creativity, and consistency in the local market.
- Found limited competition in the techno genre.
- Recognized the need for sub-brands for each event with unique styles that align with the main brand identity.
Strategy and Concept Development:
- Strategy focused on creating a strong, bold, and unique brand that leaves a lasting impression on the regional scene.
- Blended goth, punk, and futuristic elements to capture the desired brand essence.
- Developed a custom typeface for both English and Arabic.
- A theme that allows for future growth.
- Defined the brand voice as fun, bold, excited, and experienced.
Design Execution:
- Implemented the brand across various forms of media, including videos, poster art, social media posts, and promotions.
- Utilized a gothic font and created an Arabic equivalent with added distortions to reflect the fast-paced techno music.
- Incorporated glitch effects to convey a sci-fi and futuristic vibe.
- Designed three symbols (lightning, heart, and trippy head) to represent the slogan "Energy Loves Madness."
- Produced grunge-style bleached t-shirts to foster a sense of community and belonging.
- Implemented the brand on video intros, t-shirts, posters, tickets, wristbands, decals, and banners.
Implementation:
- Created a sub-brand for the "Techno Thurzdayz" event, maintaining consistency with the main brand's principles.
- Utilized the main brand's elements like fonts and colors.
- Developed multiple poster designs for each event while maintaining a consistent overall theme.
Results and Impact:
- Successfully created a unique brand that achieved all the set goals.
- The brand had room for growth and adaptation to various styles and executions.
- Made a strong impact on the community and the techno scene.
Conclusion:
- Established a passionate community within a short timeframe.
- Reached a global audience and represented the community through the brand and its music.
- Learned the challenge of maintaining a consistent design for weekly event posters.
- Overcame the challenge of incorporating Arabic into the brand, leading to a significant impact on the community.
- Recognized the importance of meaningful design rather than solely focusing on aesthetics.
- As both the client and designer, I gained valuable insights and knowledge from the experience. Into understanding design for the music industry.
Project link:
