Stay Tuned: A HOT97 Digital Publication
The creative process...
To honor the rich New York City rap and hip-hop culture, I aimed for a bold and unapologetic tone of voice. Using HOT97's black and gold brand, while incorporating a red, for that extra punch. When it came to a typeface, I chose a tall, clean, and modern sans serif to be most effective for both titling and big-type-moments throughout.
Each section of the publication incorporates line-work into the title treatment, mimicking the subway lines throughout New York City. Of course, it felt only right to incorporate both old and new imagery, honoring the artists that originated the hip-hop game. While the newer photos are left saturated, any photo honoring a past artist or quote is treated in B&W.