This project takes inspiration from the cheesy charm of old-school commercials, translating it into a fresh and engaging brand identity for "NEW HOUSE," a fictional DJ festival with an underground vibe. Think Boiler Room meets late-night product pitches. This ongoing project showcases the development of a logo, website, and merchandise – including wristbands – all with a playful infomercial aesthetic. The "Groove Line" poster features a retro phone, referencing the classic "1-800" call-in format, while "After After Hours" uses imagery of a businessman rushing to grab a boombox, hilariously suggesting the irresistible pull of NEW HOUSE music, and “NEW HIRE” vaguely depicts a portrait of a secretary from the 80’s portraying the theme of hiring new listeners, as well as new talent.