System Recordings
Brand Direction
Role: Art Director & Head of Production
I oversaw over 200 releases, often working closely with artists on imagery ideas and concepts. Included in the production schedule were CDs, vinyl records, online/offline promotional materials, flyers, eMusic cards and Guerrilla marketing.

A collection of System Recording album covers — I <3 Music

The HUMAN Resource was a release compiled by DJ Dieselboy as a label-showcase to-date of music. The compilation was put out in a variety of media: 2xCD, Vinyl and digital bundles. I worked closely with the artist to realize his vision for this intimate project.

Starting with an idea based on Frankenstein – "a human made of many parts" – I began to collect imagery that fit in with an 1800s aesthetic. Adding to the layered artwork, I wanted to include special printing techniques to the CD release: spot varnish on the booklet as well as a coating on each physical disc. The textures enhanced the overall visceral elements of the design.

The finished product was something Dieselboy loved and championed, while fans felt the artwork extended the music.

Clublife is a strongly branded mixed CD series from System Recordings. I wanted these releases to have a brand of their own, so I hired brilliant illustrator Marcos Chin. Familiar with his work around NYC for Lavalife, I was able to track him down in Toronto. His interest was peaked in the music we were hoping to release with his help.

I worked closely with him from CD to CD, maintaining a story line and look that was clean, colorful and fun. These eye-catching releases would climb high on the iTunes charts — a feat considering most musicians involved were relatively unknown. Virgin even approached us to make them into billboards for their flagship Union Square location.

More about the clublife series →

I was responsible for the imagery creation for Double Blind Music — a new indie rock label. I worked closely from the inception with the head of A&R to embody the look and feel he was going for: something edgy and new. I started with identity explorations stemming from the idea of double blind experiments. My client really wanted birds worked into the logo, so the result was a 2 sided falcon — both with hoods over their eyes.

Subsequently, releases were lined up and I wanted to stay within the dirty, science-driven image styling. The first label compilations were from all "unknown" artists — so I kept the imagery almost manual-like. Bands were explained and credits given accompanying technical diagrams or insect imagery.

The first solo release was for 32 leaves, a Phoenix, AZ-based band. While I received little direction from the band themselves, they did stress that water was a theme that resonated. A rust driven palette worked best and 32 leaves was thrilled with the identity created for their debut.

HUMAN is DJ Dieselboy's record label. He has a very high standard for quality releases — in both music and artwork. I drew inspiration for each release from both the music, as well as the artists' thoughts, and would produce labels for 12" vinyl and digital albums.

While the label needed a cohesive look and feel, each release also needed to stand on their own. They were promoted online and in print advertising, so quick, eye-catching graphics were necessary.

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