DEADMAU5 APPAREL

Tour merchandise collaboration

Role: Creative Direction, Graphic Design, Illustration • Client: Deadmau5, Kidrobot

Project

In 2018, Kidrobot partnered with electronic music artist Deadmau5 to develop a limited-edition line of tour merchandise. The collaboration brought together two creative forces with loyal global audiences: Deadmau5, known for his genre-defining sound and signature mouse helmet, and Kidrobot, celebrated for its presence in the designer toy world and pop culture design.

The goal was to elevate traditional concert merchandise by offering fans something that felt exclusive, design-forward, and culturally meaningful. This line of apparel was crafted to function not just as tour gear but as collectible, wearable art.

Packaging detail.

Visual references and inspiration.

Concept

The creative direction focused on blending the worlds of music, fashion, and visual identity. We aimed to design pieces that would hold relevance both within the concert experience and in everyday streetwear culture. This meant building graphics that reflected Deadmau5’s aesthetic while aligning with Kidrobot’s bold design approach.

We developed two parallel visual styles. One leaned into organic forms and tactile textures to emphasize human connection. The other embraced sharp structure and digital language, channeling the synthetic, precise nature of electronic sound. Together, they represented a balance between the raw energy of live performance and the controlled rhythm of digital music.

The graphics were executed in a limited black and white palette, chosen for its high contrast and graphic clarity. To add intensity and focus, we introduced neon green as a highlight color, used selectively to activate specific design moments and enhance visibility in low-light environments.

Design Process

Our team led the full development of the line, from concept sketches and illustration to final production files and tech packs. We explored references from electronic music culture, futuristic visual systems, and contemporary streetwear to build out the design language.

Throughout the process, we shared mockups, style guides, and developmental visuals to align closely with both Deadmau5’s team and Kidrobot’s creative leadership. The result was a cohesive design system that felt true to both brands and to the culture surrounding them.

Images of sketches, process development, moodboards, and references are included to show how the work evolved from concept to execution.

Production tech packs.

Keywords that guided the process

• Artificial
• Collaboration
• Digital
• Electronic
• Human
• Information
• Laser
• Organic
• Pattern
• Personal
• Process
• Progression
• Synthetic

These keywords informed the visual choices and helped shape a creative system built around contrast, rhythm, and audience connection.

Outcome

The final merchandise collection launched alongside Deadmau5’s 2018 tour and quickly gained attention. Fans and collectors responded strongly to the apparel, not only because of its limited nature but because it captured the energy, identity, and creative ambition of both brands.

This project became more than a merchandise collaboration. It demonstrated how music and design can merge to create product experiences that are expressive, collectible, and culturally relevant. The success of the collection offered Kidrobot new reach within the music world while giving Deadmau5 fans meaningful access to a distinct visual universe.

It also reinforced our design approach: to build with intention, to balance story and system, and to design for both expression and endurance.

Additional credits

Project Management: Michael Ly

Packaging Design: Josh Divine

© 2025 JEC Visual, Inc.

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