Overground

Overground is a record label based in Berlin. The project name and concept stem from breaking the established norms of the underground music scene, aiming to set themselves apart from the commercial aspects of the industry by maintaining a sense of mysticism in their productions and staying true to their musical roots. With Overground I aimed to create a brand experience that feels both mystical and grounded, looking that the end product and visuals celebrate the beauty of imperfection and the richness of diverse cultural symbols, crafting a narrative that is as intriguing as it is aesthetically pleasing.

Overview

Chalenges

The project had an existing brand presence that lacked authenticity and failed to represent the project’s vision. Their visual identity relied on borrowed designs found online, resulting in inconsistency and a disconnect with their mission.

Goals & Scope

-Establish a visual language that can be applied consistently across digital platforms, social media, printed materials, and vinyl records.
-Reimagine the brand to distance it from commercial aesthetics while highlighting its unique position in the underground music scene.

-Defined the visual identity system, including typography, colour palette, illustration style, and supporting graphics.
-Created a cohesive image system that represents the project’s philosophy of breaking away from conventional norms while remaining grounded in musical roots.

Results

-Delivered a unified brand identity that authentically reflects Overground’s philosophy and music.
-Strengthened the label’s credibility and recognition by replacing inconsistent visuals with a professional, distinctive design system.
-Established a flexible design system that can evolve with future releases while staying true to the brand’s essence.

Overground

Chalenges

Goals & Scope

Results

Gignite