Secret Songs is a record label founded by electronic musician Ryan Hemsworth. The label, which generally releases new songs on a track-by-track basis, aims to promote the work of emerging and underground electronic artists.
I was approached by Ryan to redesign from the ground up the brand identity of his label. Ryan wanted a visual aesthetic that was young and playful, so I chose black and white as the primary colors, with a complementary secondary color palette.
I maintain art direction full time for Secret Songs and create art every two weeks to accompany the label’s new releases.
For this project, my goal was to create a brand identity that was consistent, but flexible, which is why I decided to go with clean, custom-made, hand-drawn line illustrations that I paired with a fun, modern typography.
The Secret Songs website is designed to play tracks directly from SoundCloud, which are revealed via mouse hover. Since the website connects to an external website, I worked hard to ensure that the visual presentation of each track remained consistent with the Secret Songs brand identity.