Health Alliance for Austin Musicians

Health Alliance for Austin Musicians is a Non Profit Organization dedicated to supporting the health of local musicians from Austin, Texas. This rebrand project is dedicated to capturing the heart of Austin, Texas: The Live Music Capital of the World.

Our Team
Isabel Cordero: Art Direction / Design Research / Campaign Strategy
Xavier Hernandez: Initial Web Design
Alberto Berlanga: Design Research, Initial Merch Design


HAAM is the only non-profit organization that fosters community by connecting Austin musicians to accessible healthcare resources.

typeForma DJR Deck Regular, Medium, & Bold

Color Palette

logo redesign

old logo
With our redesign we decided to take a different approach to represent music. The shapes used represent stereo levels and the Austin city skyline.

How do we show the community
there is a sound worth caring for?

We make our musicians the center
of attention in everything we do.
Our visual direction strives for genuine, personable connections to our musicians while maintaining a bold, striking impact reflecting the music they play


We used the polaroid picture shape to reinforce our concept. Placing a musician inside the framing device ensures the musician will be the focal point on the poster.

We added the artist’s signature to the poster as a way to recognize our musicians and create more personality. Using a polaroid communicates nostalgia and familiarity which will make our city feel more connected, and in turn will want to support our Austin musicians.

How do we encourage our city to get involved?
“Listen to Your City” is the campaign we created by connecting the Austin community to the local musicians through Spotify. On Spotify they can find a collective playlist consisting of all HAAM member musicians. This way the community can learn to love their local musicians and want to raise support for their livelihood. This is how we preserve the live music capital of the world, we have to listen to our city.

What does listening to your city look like?

Listening means to understand and digest what has been heard. Listening leads us to action. Getting involved with the resources around us and being an active participant in the community are actions we are encouraging Austinites to make through our online platforms.

Using Spotify as a platform to promote our HAAM artists is an easy and accessible way to get involved and support the local Austin musicians.