The Objective
SMHQ is a music record label known for discovering exceptional talent and producing immersive electronic music experiences. The objective of this project was to develop a cohesive brand identity and communication strategy that reflects the label’s signature melodic techno sound while strengthening its connection with audiences through digital platforms and event promotion.
My Role & Contribution
I led the development of SMHQ’s visual identity and communication assets, starting with the creation of a logo and a gender neutral face that captures the label’s artistic and musical identity. I also managed the brand’s social media presence by creating engaging visual content that resonates with its audience. Additionally, I designed curated playlist visuals and edited promotional videos for events, ensuring a consistent and immersive visual experience across all communication channels.
Strategy & Design Thinking
The strategy focused on translating SMHQ’s melodic techno aesthetic into a distinctive visual language. The design approach combined atmospheric visuals and modern graphic elements to reflect the immersive and emotional nature of the music. This visual system was designed to work seamlessly across digital platforms, event promotions, and curated playlists, reinforcing the label’s identity and strengthening audience engagement.
Tools used: Illustrator, Photoshop, After Effects
Team: Art Director(myself)
The concept behind this face was carefully crafted to embody the brand, featuring a gender-neutral representation. The deliberate choice to leave the eyes empty, yet glowing, holds significant meaning. The glowing eyes symbolize a sense of enchantment and intrigue, inviting viewers to explore and experience something beyond the ordinary. This captivating visage aims to transport listeners to a different realm, offering an immersive journey while they indulge in the transformative power of music. Through this concept, the aim is to create an otherworldly experience that transcends boundaries and takes the audience on a captivating voyage of the senses.
Spotify Playlists
Social Media
