PIONEERS IN DJ CULTURE AND TURNTABLISM

WHAT WE DID
BRANDING DEVELOPMENT
DESIGN
VIDEO
SOCIAL CONTENT

HOW WE TOOK A LEGACY MUSIC BRAND BACK TO IT’S ROOTS

Best known for their World DJ Scratch Championships that began in 1985, the DMC brand is a name that is synonymous with the early days of hip hop and is undeniably one of the most influential names in DJ culture and turntablism globally. Past champions include legends like Cash Money, Q Bert, Roc Raida and Craze with the 2023 world finals to be held in San Francisco in November.

As well as the championships, DMC run a well respected record label, clothing brand and provide an educational platform for aspiring DJs to learn the art of turntablism.

LET'S TAKE IT BACK TO THE OLD SKOOL

Before we got started on any creative output, we took a nostalgic trip back to the previous designs and styles that formed the basis of the original DMC brand and aimed to bring them back in a way that felt familiar but with an added modern twist.

Our first step was to create a suite of classic fonts and iconography that could be utilised across DMC artwork and had an appeal that could span its generations of followers.

We wanted to not only celebrate the roots of the DMC brand but breath new life into it whilst staying true to classic hip hop culture.

Whilst we are still at the beginnings of our journey with DMC, the feedback we have received from the client, the artists and the fans has been overwhelmingly positive.

WORLD CHAMPIONSHIPS 2023 TEASER VIDEO

In the countdown to the DMC World Championships in San Francisco, we were tasked with the responsibility of creating a teaser video that showcased some of the legendary DJs gracing the event.

The challange? Merging vintage low-resolution footage with modern crisp visuals to achieve a unified aesthetic. Our solution was to embrace the charm of yesteryears by giving all the footage an authentic VHS tape vibe.

Not only did this approach ensure visual consistency, but it also evoked a sense of nostalgia, resonating deeply with DMC enthusiasts who cherish those iconic archival videos.

Looking to engage audiences with a strategic-led rebrand? Get in touch.

THE CHALLENGE: MAKE IT FUN
We reviewed the previous years festivals key visuals and they didn’t have the flex to feel like a festival brand. We agreed with Beacon that longevity and consistency to the festival needed a broad appeal for kids aged 3-9.

We set out to transform the festival’s identity by crafting a brand that was brimming with personality and character.
THE OUTCOME: BURSTING WITH FUN TOO MUCH FUN AAHHH FUN FUN FUN
Our creative approach centred around designing a lively troupe of charismatic characters, each symbolising a different aspect of the festival's offerings. From music and dance to art and play, these characters became the heart of the Hoo-Ha! identity, making the festival’s spirit tangible and relatable.

We brought these characters to life with a touch of animation that was used across socials and digital screens throughout the venue.

The new logo lockup builds on the Bristol Beacon brand font, reimagined for the festival with a compact, kid-friendly design that prioritises clarity and legibility. Paired with vibrant colours, dynamic shapes, and playful typography, the rebrand ensures Hoo-Ha! feels as joyful and energetic as the festival itself.

The result? A reimagined identity that doesn’t just welcome families back – it invites them to dive headfirst into a world of fun.

After working with numerous design houses over the past five decades, working with the team at Hey! What? has been a real breath of fresh air. I have been so impressed with their originality, eye to detail and unique style - whilst also pushing the boundaries of thinking out of the box. As a new era for DMC begins, we are overjoyed to be working with such a formidable power house as Hey! What?. Thoroughly nice people to boot.

DANIEL PRICE

Founder - DMC