What you UP for?

How do you brand a movement to curb gun violence? I created a visual "pivot" using the Renaissance "Benediction" hand sign. A 90-degree rotation transforms a firearm silhouette into a universal symbol of blessing, forcing a choice: What you UP for?

To ensure the brand felt authentic to Chicago’s streets, the mark was rendered in a raw graffiti-stencil style and launched with an original hip-hop anthem penned to a famous Mobb Deep instrumental. I wrote and performed the track to turn the acronym UP (Urban Peace) into a rhythmic call for unity.