Role: Graphic Designer
Focus: Conceptual brand identity, typography, visual systems
Context: Self-initiated conceptual branding project
Overview: ABC Music is a self-initiated conceptual brand identity for a fictional London-based talent management label. The project explores how trust, creative independence, and artist advocacy could be expressed through a confident, contemporary visual system.
The Challenge: Many talent management brands position themselves as corporate intermediaries rather than artist-first partners. The challenge was to develop an identity that communicated credibility and stability while still signalling creative courage and independence.
Concept & Approach: The conceptual framework was informed by cultural research rather than direct visual references. David Bowie’s Blackstar influenced the project as a marker of creative risk-taking and autonomy, shaping the mindset of the system rather than its aesthetic. Visual influences drew from 1980s audio branding and Walkman-era graphic language, balanced with restrained typographic structures to maintain control and legibility. Colour was explored as a symbolic tool, testing palettes that communicated trust, aspiration, and creative confidence.
Process: Research and reference gathering established the conceptual foundation, followed by custom typographic exploration and system development. Iterative testing refined hierarchy, colour relationships, and tone, with applications used to evaluate consistency across identity, digital, and promotional touchpoints.
Outcome: The final system positions ABC Music as an artist-first management label, balancing energy and restraint through typography, colour, and structure. The identity demonstrates how cultural values and creative advocacy can be translated into a clear, contemporary brand language.
