Stones Throw
Tasked with researching a brand and creating a new brand identity, I selected the underground hip-hop label Stones Throw, working through iterations of designs to create an entirely new brand identity.
For the final product, we were assigned to produce a full brand identity mockup. However, there were many iterations along the way.
To begin with, I did research on the brand, its history, its audience throughout time, and competitor’s identities. From these I established that, while the brand has modernized, the primary audience has aged with the brand, and new branding should fall within a relatively older audience of hardcore music fans.
I worked through various iterations of logos, all making reference to the brand’s identity and audience in some way.
Eventually I settled on my three strongest options, and developed them into vector art within adobe illustrator. Eventually after slight revisions of each, the 3rd logo was refined to the final logo, an abstracted image of 3 vinyl resting next to each other.