The Client Context
Client & Profile: Sambarella is a prominent New York City DJ, event producer, and radio host with over a decade of headlining NYC's nightlife scene.
Accolades & Media Features: Voted Best DJ of NYC Latin Lounges by the New York Post, with major profiles in New York Magazine and on LX-TV.
The Core Concept
The Madonna of Turntables: The vinyl record behind her head becomes a halo or 'aureole', which deifies Sambarella and refers to her strong Latin American roots.
The Cultural Fusion (The Symbol): The primary mark weaves together three distinct cultural and artistic influences
Warhol-Style Pop Art: Reflecting Manhattan's avant-garde art legacy and bold screen-print aesthetic.
Banksy-Style Stencil Graffiti: Channeling raw street art, underground block-party culture, and urban Queens, New York vibes.
El Salvador Flag & Heritage Colors: The layout and the colours are loosely based on the El Salvador flag.
The Gruv Gallery Posters
The graphic design merges turntable hardware with NYC architecture—the tonearm's headshell and cartridge are shaped directly like the Art Deco crown of the Chrysler Building, tracing the grooves of a vinyl record.
Typography: Bold, energetic, 60's style urban display type that cuts through crowded nightlife nightlife promotion, club marquees, and social feeds.
Astoria Music Now Festival Collateral
Hosted at Hell Gate Social in Astoria, Queens. The poster art seamlessly fuses the iconic arched steel span of the landmark Hell Gate Bridge into the headband of a pair of DJ headphones. This instantly marries geographic setting with music culture.
Graphic Apparel Line
High-contrast graphic tees and totes tailored for retail distribution through American Apparel, utilizing distressed halftones and screen-print techniques.
NEW YORK DJ
Logo design mixes dance music, pop art & El Salvador flag
