Emerging from Sydney’s underground hip hop scene, Braincarry is a new urban brand built on the energy of rap culture, led by Billy Lost Mind and his crew.

The brief was to create a bold, instantly recognisable visual identity that captured the brand’s raw character. I explored two contrasting directions: one fluid and handcrafted, the other built around bold, block lettering.

Rather than choosing one, Braincarry embraced both. The fluid logo became the core identity for branding and merchandise, while the block lettering took centre stage across visual communications and live shows. Two distinct directions, each with its own purpose, working together to build one stronger identity.