DJ ROB ‘3M
Introduction
Robelin, a seasoned DJ in Providence, RI/ NYC, approached me to rebrand himself and establish a new identity separate from his previous work in the field.
Problem Statement
Create a mascot/logo fusion that resonated with the urban nightlife scene, particularly the hip-hop & Latin-trap music space.
Creative Process
Inspired by the idea of "stealing" a listener's attention through music, I conceptualized a mascot featuring a figure wearing headphones and a burglar mask. This unconventional imagery aimed to embody the gritty allure of late-night urban party culture.
We coined the name DJ ROB 'EM for his brand, a playful nod to seizing attention with skill (DJ, ROB THEM!)- having the wordplay of rob ,as in the act of robbery; and is also a nickname for Robelin.
Result & Impact:
Immediate bookings, 2 weekly gigs landed within 3 months, service pricing was increased by 25% due to a higher demand from the branding and logo - which positioned my client as a premium DJ experience.
