Year. 2020

Project Overview. MGMT, an American pop band that rose to prominence in the 2000s, sought to remain culturally relevant well into the 2020s. This project reimagined the band’s visual identity by moving away from their earlier psychedelic aesthetic and aligning with the darker, more mature tone of their album Little Dark Age. Grounded in deep research into the band’s past and present, we identified Dark Academia as an emerging cultural space MGMT could authentically inhabit—one rooted in gothic influences, moody visuals, and intellectual allure. The result was a refreshed brand aesthetic that honored their legacy while resonating with a new generation.

This work served as a final mentorship project under the guidance of 4AD and the Color of Music Collective.