We made an indie label you could see across a dark room.
Result — 3.1M monthly listeners, from a standing start. Scroll — the waveform follows you.
01 — The brief
An independent label with a deep roster and zero visual signature. Every release looked like a different company. The catalog was strong; the brand was a rumor.
They wanted one system flexible enough for ambient, noise and pop — and unmistakable on a 2cm streaming thumbnail. The brief: "Make us sound like we look."
A label is a frequency, not a logo.
02 — The idea
Turn sound into the mark. Every sleeve, poster and post is built from the track’s own waveform — the brand literally is the music.
One generative system, infinite covers. The eye learns the rhythm; the thumbnail becomes recognisable before you read a word. Scroll — the waveform answers.
03 — The work
Fig. 01 — Discography wall / vinyl sleeves
Fig. 02 — Artist portrait
Fig. 03 — Gig poster wall
Fig. 04 — Three sleeves, one generative system
04 — The result
monthly listeners across the roster
of releases on one visual system
vinyl pre-orders vs. forecast
Next — 04 / RIOT Cosmetics