By using a series of permutations for the wordmark, the brand both feels new and refreshing upon each viewing while emphasizing the unique and personal quality of each holler, family-to-family, region to region.

The radial halftone alludes to the sonic travel of sound, and emphasizes the volume of the performance.


The numbers reference the intervals the performer was hollerin' on a typically 8-note major scale.

Another way I’ve interpreted sound visually is in a very literal way—using a digital audio workstation to print the audio as shape according to pitch, ultimately arriving at forms i would otherwise never think to draw.

An individual named peter bartis wrote his PhD thesis on hollerin, arriving at these four categories of hollers—distress, expressive, functional, communicative—and so I’ve converted these to typographic elements.