OBEY x DEL
Translating sonic authority into tangible street culture.
Industry
Streetwear, Fashion & Music Culture
Streetwear, Fashion & Music Culture
My Role
Creative Direction, Brand Strategy, Merchandising, Graphic Design
The Challenge
How do you turn the auditory experience of a DJ set into a wearable, physical culture? OBEY is legendary for its counter-culture roots and bold visual rebellion. The challenge was to integrate my brand identity and philosophy—that “Music Heals”—into their iconic design language without compromising the raw, authentic edge of either brand.
How do you turn the auditory experience of a DJ set into a wearable, physical culture? OBEY is legendary for its counter-culture roots and bold visual rebellion. The challenge was to integrate my brand identity and philosophy—that “Music Heals”—into their iconic design language without compromising the raw, authentic edge of either brand.
The Concept
A hypothetical capsule collection that bridges the gap between the DJ booth and the street. By merging the iconic OBEY motif with the “DEL” moniker, this project imagines a world where the DJ is treated as a lifestyle brand. The collection spans apparel, physical music formats, and elevated “gig essentials” for the working creative.
01. The Visual Identity
I blended my brand with Shepard Fairey’s iconic visual language by dropping the bold “DEL” moniker under the classic OBEY eyes. The resulting emblem is executed in a striking, high-contrast palette of teal, black, white, and safety orange.
I blended my brand with Shepard Fairey’s iconic visual language by dropping the bold “DEL” moniker under the classic OBEY eyes. The resulting emblem is executed in a striking, high-contrast palette of teal, black, white, and safety orange.
02. The Gig Essentials
Moving beyond standard apparel, I designed assets specifically for the business of music. This includes custom VIP lanyards, a branded DJ Contract Agreement, and slipmats, treating the professional side of DJing with high-end streetwear respect.
Moving beyond standard apparel, I designed assets specifically for the business of music. This includes custom VIP lanyards, a branded DJ Contract Agreement, and slipmats, treating the professional side of DJing with high-end streetwear respect.
03. The Street Presence
OBEY’s roots belong to the urban environment. I conceptualized guerilla marketing assets and physical installations, including illuminated sidewalk billboards and storefront lightboxes, ensuring the collaboration lives authentically in the city.
OBEY’s roots belong to the urban environment. I conceptualized guerilla marketing assets and physical installations, including illuminated sidewalk billboards and storefront lightboxes, ensuring the collaboration lives authentically in the city.
