Zaum Brand Identity

Zaum is a fictional shoe gaze / dream pop concert venue located in Austin, Texas. The styles are characterized by fuzzy guitars and distorted vocals. Shoe gaze and Dream pop songs are usually hazy and vague, like a pop song that was sent into space in a vacuum-packed chamber and returned to Earth completely distorted. I wanted the branding and poster for Zaum to reflect the feeling of this music:


Ethereal, dreamy, fuzzy, hazy, textured, heavenly, light, colorful and distorted.

Using watercolors, I experimented with ways to capture the feeling of this genre. I created various abstract cut outs while brainstorming potential logos, but, ultimately, used these forms throughout the posters to capture the hazy, distorted feeling of the music