Midwest Action Branding
The Story
I launched Midwest Action in 2011 out of a love for music and a love for my home. When I launched the website back then, my design sensibilities were quite different. We’re talking grunge textures, bold CMYK colors, flourishes, geometric elements juxtaposed with organic–yikes!
In the past few years, I’ve been reapproaching Midwest Action’s design choices with fresh eyes (and some maturity). I reworked the logo to remove some elements I had grown past and rebalanced it for better legibility. I didn’t feel it was fair to entirely rebrand yet, in the interest of holding on to any familiarity with the “wax stamp”-style logo. In our advertising, all photos are displayed in black and white, with some noise. Midwest Action is leaning heavier towards photography as a way to showcase the vibrant individuals who make up the music scene in the Midwest. When applicable, a graphic treatment is applied to photography, once again as a way to tout our brand colors and highlight musicians. Headline typography sits on a bold, black background.
The overall aesthetic is a nod to punk collage styling, but with a professional, elevated feel. We’ve pulled it through social media channels, advertisements, videos, and the website (where applicable). As the owner of Midwest Action, it’s been fun to not only write content for the website, but to also tackle it from a marketing perspective where we make rules. I’m looking forward to watching how this brand grows!
The Team
Concert Photography: Dan Jarvis
Client
Midwest Action
