As senior freelance creative director and designer, I worked with Grounded London, an underground house music label, to elevate their visual identity across physical and digital platforms.

Refining their existing logo, I introduced a cleaner, more versatile mark that aligned with the label’s raw, rhythmic sound. This foundation informed a wider system: I designed artwork for vinyl and digital releases, integrating abstract forms, bold typography, and minimalist layouts to reflect the stripped back, tactile nature of house music culture.

Alongside music packaging, I developed posters, social content, and merch, maintaining a cohesive, high contrast aesthetic that nods to classic rave ephemera with a contemporary edge. The visual language is modular and direct, built for impact in both screen and print formats. This was an exercise in balancing underground grit with design precision, a visual system that moves with the beat but holds its own in silence.