VVS Collective | Brand Rebranding for a Hip-Hop Group
Marcus Luis Feliciano
Overview
VVS Collective is a local Filipino music collective under a known label that bridges underground talent with mainstream appeal.
Their mission? To create a standout presence in the rap and hip-hop scene while staying true to their street roots and creative individuality.
We were tasked to create a bold, versatile brand identity that resonates with both local and global culture.
The Challenge
In a genre filled with loud visuals and rebellious personas, how can a rising collective stand out without losing their authenticity?
The goal was to create a visually striking brand identity that reflects their hype-driven energy, street roots, and global aspirations, all while keeping things clear, usable, and cohesive.
The Approach
Discovery & Research
We began by exploring the hip-hop scene, both in the Philippines and internationally.
Through competitor research and visual mapping, we uncovered trends that balanced rebellion with polish.
We observed what resonated with Gen Z and streetwear fans, particularly those immersed in platforms like SoundCloud, YouTube, and TikTok.
Concept Development
The name "VVS" is inspired by the diamond clarity grading—Very Very Slightly Included. This metaphor guided the logo design: raw, bold, and rare.
We paired that with Neon Green, a color that screams energy and individuality, while remaining relevant to global streetwear trends.
The typography was customized to match the vibe: punchy, bold, and timeless. Each element worked together to amplify their presence.
How the Logo was made
Color Palette
Typography
The Impact
The new identity helped VVS Collective feel like a real brand.
They stood out in local events, gained more digital traction, and created a stronger visual imprint online.
Their brand consistency allowed them to attract more collaborators, and even new talent reached out after seeing their transformation.
Merch Designs
Poster
Roles
This project was crafted by these members of the Anio Ars Studio:
Jaren Joachim Feliciano as UI / UX Designer, Brand Designer, and Graphic Designer.
Marcus Luis Feliciano as Graphic Designer, and Creative Director.
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Posted Apr 12, 2025
VVS Collective, a prominent hip-hop group under Def Jam Philippines, sought to redefine their visual identity to resonate more strongly with their audience.
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Timeline
Sep 15, 2023 - Sep 30, 2023
