A local start up group, YYScene Media, came to me asking for a minimalistic business card design. The group’s mission was to showcase local music and art.

Beginning with the core element of music, the first visual image that came to mind was an audio wave. The client really wanted to emphasize their focus of local musical talent, and wished to incorporate the Calgary skyline onto the card

Challenges:

By merging both the concept of an audio wave alongside the Calgary skyline, this project posed a subtle challenge. Buildings often have blunt edges and are generally boxy, while audio waveforms have very sharp and acute angles.

To blend them both together and make it look recognizable, but not clunky, I first attempted to make the skyline as solid shape. This immediately erased the up and down motion of a waveform and presented solely as an image of the city. Although the shape drew in the viewers eye and was visually appealing, it did not display any connection to what the company did, and what the client was looking for.

Instead, I removed a majority of the shape, and relied solely on a single stroke to create the desired effect.

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