The Uptown Boys

capturing the spirit of a new musical group By Going Underground

The Uptown Boys bring the legendary songbook of Billy Joel to life on stage in an exciting, new concert experience. When I met with these multi-talented performers to discuss their vision for the brand, it became immediately clear how pivotal the city of New York should play a key role in the visual identity as they weave their personal stories of struggle and triumph in the Big Apple throughout the show. Taking inspiration from Billy Joel's own album covers and, of course, the group's name, the iconic subway signage of the MTA became my main source of inspiration for the logo and overall visual identity for the group, which absolutely resonated with the Boys as I began the design process. The subway after all is the beating heart of the city and perfectly encapsulates the grit and artistic inspiration that keeps so many in a New York State of Mind. For their show's primary key art, we decided to break out from the underground and, instead, embrace the classic neon signage and bright lights of NYC to convey the excitement and energy of their performances.