SMRY

Brand Identity
Merchandising
Brand Strategy
Graphic Design

Genre:
Hip-Hop, Party Rap

Challenges:
SMRY (pronounced Simry) is walking a fine line between small-town relatability and high-end aspiration. The challenge is making the brand feel like a natural extension of small-town party culture while also elevating it with a sense of luxury and ambition—without losing authenticity. The hip-hop scene is already saturated with artists pushing a lavish image, so differentiating SMRY through a unique fusion of rural influences and high-class aesthetics is key. Since the brand targets a young, socially active audience, it has to thrive on digital platforms, but the challenge is keeping content engaging, fresh, and aligned with the brand’s larger-than-life energy. Visually, SMRY’s brand needs to feel cohesive across all touchpoints—merch, digital content, and live events—while still leaving room for growth and evolution. Finally, the biggest challenge is ensuring that as the brand scales, it doesn’t alienate core fans who connected with SMRY for its down-to-earth charm, rather than just the aspirational lifestyle it portrays.

Objective:
Build a brand identity that elevates small-town party culture with a luxurious, aspirational aesthetic, designed to resonate with young listeners who dream big while living in familiar, modest settings.