OverviewWhile musician Mick Hayes had his musical sound on lock, he knew that it was time for an image refresh. Like any creative industry, music comes down to individuality. A unique sound and image is what’s going to allow you to stand out. We presented 5 concepts but one immediately stood out to Mick: the amp cable. Mick is rarity in the industry since he sings, writes and plays guitar so we wanted to create a nod to that while forming his initial in the brand icon. The rough-hewn texture of the icon lends itself to an individual flair, much like his music while the clean, sans serif type adds structure. Finally, the “established” date is a nod to the relaunch of his brand. We worked closely to create a suite of assets that worked as well together as it did apart because Mick has his hands in everything from touring to merch to self-promotion.