Picture it: Three broadway performers with dreams of bringing their talents to venues across the world to share their story of making it in the big apple told through the iconic music of Billy Joel. Well, those talented musicians and actors came knocking at our door for our team to create the visual identity and website for this group, which they had named “The Uptown Boys.” While the songbook of the legendary Billy Joel would be the draw for concertgoers, the real heart of the show and how these boys came together centers around NYC, so naturally the brand needed to reflect the city that inspired it all. And what could be more New York than taking a ride on the subway? Taking inspiration from the group’s name and from some of Billy Joel’s album artwork, we began building the brand as an ode to the instantly recognizable signage and classic New York grit of the MTA subway system (and beyond).
From the Helvetica font to the main icon of the upward pointing arrow in the logo, you immediately feel the connection to the pulse of those underground systems that are the lifeblood to most New Yorkers and really anyone that visits here. The other iconic visual elements of the subway weave themselves into all the key materials we designed for the group: the cover of their first album is a nod to the gorgeous mosaics you see in the stations, while graffitied subway tile and weathered concrete add additional texture to their website. With the subway as the foundation for the group’s brand, we eventually moved above ground for inspiration to create the key art for their show “New York State of Mind,” putting the title in bright neon lights — the kind you see from Times Square Hotels to Radio City Music Hall.
The culmination of this process resulted in one of our favorite and most epic brand photoshoots. With the brand fully designed around the subway, we knew we had to take the boys underground. Dressed to the nines in their swanky concert suits, they stood out in brilliant contrast to the worn-down, dingy train cars and platforms we explored together. The photos captured truly bring the whole brand together and enabled us to create a truly cohesive story across their website and supporting materials.
After officially launching toward the end of 2020, the boys have truly taken off and have performed in venues across the country and on the high seas as featured performers on Celebrity Cruises. While the Boys were booking gigs, we were honored to receive 2 Gold Davey Awards in recognition of our work on their brand identity and website design. We are so pleased to continue being their creative partners as they expand their roster and delight their ever growing fan base.
Matt and his team exceeded our expectations every step of the way and we have had a wonderful collaborative experience while working with them. Delphi's efficient and effective communication along with their supreme attention to detail ensures that your final product won’t be delivered at anything but the highest professional standard. I am always excited to tell clients that the genius behind our brand is Delphi Strategic Marketing & Design and would not hesitate to recommend them to anyone looking to elevate their brand to the highest level possible!