Overview /

The strategic requirement for Gilligan Moss was a visual identity capable of translating a euphoric, rave-inspired sound into a tangible brand world. The challenge lay in converting a visceral, sonic experience into a recognisable visual language that functioned effectively across dancefloors, apparel, and digital interfaces.

The result was a joy-driven identity rooted in the optimism of early rave culture, reimagined as a contemporary system for a modern electronic music audience. Every element was engineered to echo collective energy: colour, symbol, and typography working in sync to turn sound into a shared visual experience.

Role /

Creative direction and full-spectrum visual identity design. Responsible for the development of the core brand concept, the modular badge system, and the direction of music artwork and merchandise. Oversight included the transition of the identity from digital assets into wearable culture and live environment touchpoints.

Brief /

The development of a comprehensive logo and visual identity system for electronic duo Gilligan Moss. Influenced by early 90s dance culture, the visual language needed to capture movement and collective experience while avoiding nostalgic pastiche. The identity required a balance of high-energy aesthetics and functional scalability for a global audience.

Gilli rave

The identity imagined at full scale, projected into a crowd environment. The ‘Gilli’ badge becomes part of the live energy of the night, designed not just as a logo, but as a symbol that could live in light, movement and shared experience.

Logo and core mark

A modern rework of the iconic rave smiley, transformed into a hands-in-the-air figure celebrating music, joy and togetherness. Built to be bold, instantly readable, and flexible enough to work as both a standalone badge and part of the wider Gilligan Moss wordmark.

T-shirts, tote and embroidered patch

The brand extended into wearable form, turning fans into walking carriers of the visual identity. High-contrast colourways, playful finishes and tactile applications reinforced the joyful, inclusive spirit of early rave culture while keeping the look contemporary.

Merch out live

The identity in its natural habitat, among people, music and movement. The goal was always connection over decoration, creating a visual language that felt at home on fans, in real spaces, and in shared moments of joy.

CD artwork and logo treatments

Vibrant, layered graphics translated the duo’s euphoric, genre-bending sound into a visual ‘portal’ world. Bold typography, rainbow colour fields and energetic layouts gave the release a strong shelf and digital presence, rooted in rave heritage but pushed forward visually.

Solution /

The identity reimagined the traditional rave "smiley" as a custom ‘Gilli’ badge, a central identity anchor symbolising shared euphoria.

This emblem served as the core of a flexible brand system that integrated vibrant colour palettes with layered, "portal-style" graphics designed to mirror the immersive nature of the music.

From cover artwork to merchandise, every touchpoint was engineered to feel wearable and shareable, moving the brand beyond observation into something fans could physically embody within a live context.

Results /

Shortlisted for recognition, with the identity noted for its precise alignment between sonic characteristics and cultural references.

Successful establishment of a contemporary visual world that avoided the pitfalls of retro-cliché while maintaining a strong emotional connection to the crowd experience.

Gilligan Moss — Music Branding & Visual Identity