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Toad the Wet Sprocket

Included in this project: Stakeholder Interviews, Strategic Workshops, Brand Audit, Mood Board, Identity Design, Illustration

Background

As a staple of the 90s music scene, this Santa Barbara band blends alternative rock with folk melodies, with a dynamic sound that appeals to both loyal and new fans. As they tour and release new material, Toad the Wet Sprocket remains a beacon of musical integrity and innovation, skillfully bridging the gap between their classic hits and contemporary influences.

Challenges

Balancing the band's established identity with a contemporary twist required a deep understanding of their musical legacy and fan expectations. It was crucial to create designs that resonated with their loyal fan base while also appealing to potential new followers. Another challenge was ensuring the branding translated well across various mediums – from digital platforms to physical merchandise and stage setups. Each element needed to be visually striking yet cohesive, maintaining brand consistency.
Toad the Wet Sprocket vinyl record design concept with the ocean and beach in the background.
Toad the Wet Sprocket pin design concept.
Toad the Wet Sprocket VIP pass concept.
I worked directly with the band, as well as their marketing team, to define the brand personality their summer tour needed. They wanted to get back to their roots and needed to find a way to visually translate that to concert goers.

Enter vintage beachside California, circa 1980.

Mood boards helped piece together visuals from that period and establish a baseline direction we should go. Typography was chosen that was iconic to that period, with rounded serifed letterforms. Sunsets on the ocean horizon, birds along the beach, the sand beneath your toes. Those were the things that would help capture that feeling we wanted.


A brand identity was established that would carry over into all forms of both print and digital collateral, from social media to drum kits and VIP packages.

The band was thrilled with the result. As an added thanks, I got the opportunity to join them backstage and hear their thanks again firsthand, with all the work that had been done surrounding us. Then to have fans come up and thank me? That was the true sign we had nailed it.

A walk on the ocean.

Toad the Wet Sprocket poster concept.Toad the Wet Sprocket logo on a drum set concept image.
Copyright 2023 Craig Teel. Be cool, Don't steal.