American Soul & Rock & Roll Choir
touring musical
- New York
When we got the call to develop merch designs and a potential logo to brand a musical, we were rather excited. Then we heard the name: The American Soul & Rock & Roll Choir. Naturally, we asked, “You don’t have anything a little longer?” Kidding aside, that’s what we do here at Alphabet Arm: solve visual problems creatively. Given the classic collection of songs, we opted to develop some designs that felt visually complimentary. For one of the treatments we developed a type treatment honoring old Broadway marquee signs and lovingly weathered it. We opted to go clean and reference a roadster emblem for another direction. Ultimately, both were approved.
