Skip to content
Back

Brand identity

Marni Came

A Berlin grunge rock band that kept its mistakes, in sound and in brand.

The Marni Came wordmark
Role

Brand identity, art direction, video & web design

Timeline

2022 – 2024

Team

Band of four · Imri Agmon, co-director (Badehaus)

Tools
  • Photoshop
  • Premiere Pro
  • Pro Tools
  • Ableton (live shows: lights, playback, click)
Type

Band project, alongside a BA at BIMM Berlin

Impact

Reach +74.5%

Problem

Loud is easy. Being remembered isn’t.

Marni Came was a new band in a crowded Berlin scene: no label, no budget, and a lot of polished competition. My BA research looked at how four artists built a persona (Bowie, Cobain, Grohl and Måneskin) and asked what a band our size could bring that others didn’t.

Badehaus · the crowd during Dopamine

Strategy

Nobody watches a Marni Came show. Everyone’s in it.

Target audience

Rock fans and players, 18–35, in Berlin’s scene.

They value
Real over polished, and a crowd to belong to.
They miss
Rock that feels made for them, not for the charts.
Where they are
At gigs, on Instagram and Facebook, digging on Spotify, YouTube and Apple Music.

USP

A modern grunge sound that keeps its mistakes, and a show the crowd plays in.

Liam mid-song at Badehaus, reaching from the stage to clink his beer with someone's glass in the crowd

References · what each taught us

Voice

Talk with them, not to them.

Liam and Imri talking with some of the audience backstage at Badehaus, before the Dopamine video shoot
For example: Liam and Imri with our audience, backstage at Badehaus before the Dopamine shoot

Solution

Nothing polished. Broken on purpose.

The sound

Not overproduced. We kept the mistakes, the inaccuracies and the vocals that aren’t pitch perfect, so the record sounds like the room.

The crowd

The audience is part of the band, not its customer.

Marni Came on stage at Lido, Liam with his arms up and the guitarist in front, with the chosen moves applied

The brand is four moves. Try them.

Identity

One mark, typed in Elephant. Cut by hand.

The Marni Came wordmark, distressed, in bone on black
Master · distressed
The wordmark with amber light from the video burning in from the left
Burned
The clean wordmark in black on boneThe clean wordmark at 64 pixels wideat 64 px
Print · clean
  • Blackout0A0908
  • BoneEEEAE2
  • RedEC1302
  • BurnScreen blend mode

Cormorant Garamond 600 · titles

ABCDEFGHIJKLM
NOPQRSTUVWXYZ

Archivo 500 · information

ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 · / — &

Credit block

Directed and filmed by Marni Came
Editing Liam Wind Hasson
Colour grading Imri Agmon
Mixing Fabio Buemi
Mastering Nadim Khoury

Ticket

Marni Came
Live
Badehaus
Berlin
09.02.2024
18:30
With
Yasha 96 & The Dead Actors

Tracklist

  1. 01 After Heartbreaks
  2. 02 Dopamine
  3. 03 You’ll Be You

Imagery

Real photographs and footage. Burned, doubled, never staged.

Liam screaming, amber film burn eating in from the left, the After Heartbreaks video's thumbnail
Burn
The bassist at the After Heartbreaks shoot, his head echoed from the next frame of the same moment
Doubled
Sami at the drums, the frame washed amber, his face and the cymbals burned white, the After Heartbreaks video
Burn
The guitarist, the guitar's neck doubled, the video at 2:30
Doubled
The drummer, sharp in the middle, the frame's edges smeared, the After Heartbreaks video
Lens
The bassist, the light on his face and the headstock blown out and bleeding, the After Heartbreaks video
Blowout
The bassist doubled, two heads and two necks offset, the video at 1:50
Doubled
Liam singing, film burn flaring in from the right, the After Heartbreaks video at 1:00
Burn
The singer and a bandmate face to face, one laid over the other, the video at 3:11
Doubled
The drummer over the kit, the edges of the frame smeared, the video at 1:49
Lens
Sami at the drums in profile, film burn flaring in from the right, the After Heartbreaks video at 1:25
Burn
Liam with his guitar, the light behind his head blown out, the same frame screened back over itself
Blowout

Burn is never the same twice. Doubled only ever uses one moment, never two shows or sessions. Blowout lives on pictures only, never on type.

Applications

The same rules everywhere. From a single to a stage.

The After Heartbreaks single cover: four halves of Liam's face, cut and shifted, titled After Heartbreaks, mixed by Fabio Buemi, mastered by Nadim Khoury
The stage flag: the distressed wordmark in bone on cloth that burns from amber at the left to black at the right, hung by brass grommets
Stage flag
The shirt with the single's cut faces printed large, worn with a white long-sleeve underneath
Shirt · After Heartbreaks release
The shirt with the small Marni Came wordmark on the chest
Shirt · Wordmark

Website

Release week. The band’s own site.

The site's first screen: After Heartbreaks, new single, out nowThe site's band section: Pedro, Sami, Liam and RikkiThe site's shows section: the Lido poster
Open the site ↗ (opens in a new tab)

Challenges

  1. 01

    Choosing the first single

    What happened

    Three finished songs, money for one music video.

    What I did

    Posted a snippet of each and let our followers choose.

    What it changed

    The debut single was theirs: 176 likes and 37 comments, the band's most-engaged post at the time.

  2. 02

    Filming a show with no crew

    What happened

    We wanted a live video and had no camera team.

    What I did

    Brought thirteen cameras to the show and handed a couple to friends in the crowd, then edited it.

    What it changed

    The Dopamine live video, filmed partly by the audience.

A fan headbanging at the Lido show
Lido · photo BIMM Institute Berlin

Impact

Account reach up 74.5% to 4,913 in the three months after the vote post.386 accounts engaged; 1,043 followers.Three singles, a music video and a live video.Played Lido, Badehaus twice and the Emergenza semi-finals.

Liam Hasson