Off the Beaten Track Label Launch

Tasked with establishing a distinct visual identity for Off the Beaten Track, a new sub-label of the well-known Waterford-based record label and event promoter Seems Legit!, this project required differentiation from its parent while creating impactful artwork for its inaugural release. The scope included comprehensive branding, encompassing logo design and album cover design adaptable for both digital platforms and physical cassette formats. The debut release, "Parasitic EP" by Akari, features a blend of techno, electronica, and electro styles, which significantly informed the final design direction. A key challenge was effectively translating the vast and detailed aesthetic of the digital cover art to the more constrained dimensions of the cassette format, ensuring visual coherence across both mediums. The successful outcome resulted in a vibrant visual homage to a cherished local landmark within the Waterford music scene, effectively embodying the new sub-label's focus on local, grassroots music and creating a strong connection with its target audience.