This project is a complete rebrand of the Chicago House of Blues. The goal of this rebrand was to establish more cohesive brand characteristics and positioning. It began with designing the new logo, a stylized version of the popular acronym for the House of Blues, HOB. The skull inside the “O” became a fan favorite so I named him Sully and gave him the title of being the secondary identity. From there, a color scheme was picked to match the New Orleans art style that the House of Blues takes from and then these elements were fleshed out into business cards, letterheads, and, later, advertising elements.