Following the death of one of New Zealand’s most iconic journalists — Dylan Taite (the New Zealander who interviewed Bob Marley), the Taite Music Prize was set up in his name. The annual award is given to the best independent New Zealand music artist or band and has been won by the likes of Lorde, Nadia Reid and Unknown Mortal Orchestra.
McCarthy were tasked with developing the brand identity and campaign for the prize, as well as the design of the trophy itself. We developed a simple 'T' mark, created from two different linestrokes, a metaphor for the relationship between commercial and independent music. The hefty eight kilogram trophy is an extrusion of the mark and cast from solid steel.