25 Mar 2017
For their annual Hot 100 party, Maxim called on Groundwave to create themed branding for the event, as well as invitations and environmental artwork. The gauntlet that was thrown down? Bring the flavor of 1980s Miami, à la Scarface, to Sunset Boulevard in LA.
Starting with the logo, we took inspiration from Ferrari Testarossas, slatted sunglasses, and tequila sunsets, in addition to Miami's ever-iconic palm trees. To play up the, well, player theme, we then translated this new identity into Tony Montana-style sunglasses, printed cases and hang tags that were shipped out as invites. Finally, we carried the concept over to outdoor projections and interior wall appliqués that offered the appropriate balance of beachside glamour and Solid Gold-sleaze.
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