Project — 006

Music Label
Identity

Brand identity for an Afrobeats indie label — logo, artwork templates, social media kit, and merch mockups. Used across 6 artist releases.

Illustrator Photoshop Branding
Year
2024
Client
Indie Afrobeats Label
Role
Brand Designer
Music studio with vibrant lighting

Overview

The label needed a visual identity that could carry the weight of Afrobeats culture — bold, rooted in Lagos energy, and built to travel globally. From the primary mark to a full merch system, every touchpoint was designed to feel cohesive across physical and digital contexts. The system launched across 6 artist releases and has since become a recognisable presence on streaming platforms worldwide.

Challenge
Build a timeless identity that feels culturally authentic to West Africa while scaling across global platforms and physical merchandise.
Solution
A modular mark system built on geometric Adinkra-inspired forms, paired with a high-contrast editorial type hierarchy and a restricted two-tone palette.
Outcome
Used across 6 releases, 3× social growth, 12k+ merch units sold in launch window.

Deliverables

01
Logo System
Primary mark, wordmark, and icon variants. Light, dark, and one-colour contexts covered.
02
Artwork Templates
Scalable Photoshop templates for singles, EPs, and album covers with smart object layers.
03
Social Media Kit
Post, story, and reel templates sized for all major platforms. Includes animated variants.
04
Merch Mockups
T-shirts, hats, and tote bags — print-ready files and lifestyle mockups for e-commerce.

Gallery

6 assets
Brand identity mood board
01
Brand mood & concept
Logo system variations
02
Logo system
Album artwork template
03
Album artwork template
Social media kit layout
04
Social media kit
Merch t-shirt mockup
05
Merch — apparel
Colour palette and typography
06
Colour & type

Process

Phase 01
Discovery
Deep-dive into Afrobeats culture, visual references, and competitive landscape.
Phase 02
Concept
3 distinct directions explored — geometry, typography, and illustration led.
Phase 03
Identity Build
Logo refinement, colour system, and type hierarchy locked in Illustrator.
Phase 04
Rollout
Templates built, brand guidelines delivered, merch files prepared for print.
Phase 05
Launch
Identity debut across all 6 artist releases over a 4-month period.

Impact

6+
Artist releases using the identity system in its first year
3×
Growth in social media following within 90 days of rebrand launch
12k
Merch units sold across the debut campaign window
Next project
Concert Poster Series →