Year COMPLETED
2026
Client
Grind House
Category
Branding, Marketing, Design
Duration
Creative Director, Designer, Brand Strategy
Edwin Cabrera - Film Director
Grind House is a docustyle media company telling the stories of music & culture. What began as a channel rooted in Lynn's hip-hop community needed a brand system capable of growing beyond its origins without losing the credibility that made it worth watching in the first place. The solution is a visual architecture built around a six-vertical system, a single industrial display typeface, four interchangeable thumbnail templates, and a full UI component library — all by one unifying brand.
Grind House built its early reputation on music — specifically Lynn's surprisingly rich hip-hop scene. That origin story was an asset, but it was also a ceiling. The audience association was narrow: GH is a music channel. Expanding into food, culture, film etc.
The answer wasn't a single visual identity — it was an architecture. A set of rules flexible enough to accommodate six distinct content categories while remaining coherent enough that every piece of content is unmistakably Grind House. The system had to work at thumbnail size in a crowded YouTube feed, at full screen on a documentary watch page, and everywhere in between.
Iconography for Various Media Verticals as Navigation
Component Library
Media Thumbnail System
