Background
Jesus Loves the Atom Bomb (JLTAB) formed in 2017 with core members Jay Beatty (vocals), Steve Eddy (drums), Brad Growcock (guitar), Bill Rogers (bass). Fused with a punk sensibility, the band built a following through raucous live shows based on bash, pop/rock and a horn section with Sean Lange (trumpet) and Samual “Shmoo” Bigus (trombone).
challenge
The band had a DIY brand that Brad pulled together on a shoestring with limited time. He’s a career marketer and knew it needed an unbiased, professional audit. He gave me the freedom to pull no punches and redesign the brand from the ground up. The twist was that I had less than a month from concept to execution so they could restock their merchandise for a mini-tour in Austin in March 2020. Work began in late January 2020.
solution
The concept deck was built on late-20th Century cultural references that aligned with an ironic raging against cultural dystopia, a theme that coursed through Brad’s songs. That set up a brand audit that identified an array of imagery and logotypes that seemed disjointed. I recommended an overall tightening of the band’s summary statement, identity and visual approach that could be templated for easier distribution by Brad. A full rollout of the rebrand launched at a show on February 29 at The Roxy in Shawnee, Kansas.
Then the COVID-19 pandemic happened.
The band, like countless other live acts, didn’t survive.
JLTAB released its final album, Merriam Shoals Sessions Vols. 1–3, in May 2020, then pulled the plug.
Art direction and design // Chris Ralston
