Building a Launchpad with Structure and a Modern Musical Soul.
1789, a record label & artist incubator by grammy award winning music producer SARZ, needed a brand identity that reflected its core mission: using technology to empower young African artists. This identity had to be both strong and flexible, embodying the African spirit while allowing for the creation of distinct sub-identities for each signed artist.
Project Team
Brand Strategy
Ameji
Brand Design - Ameji
Creative Direction - Ameji.
Motion Design
Ameji
Building a fluid, dynamic but recognizable system for the brand.
The visual system was built around a wordmark with concrete edges, evolving into a dynamic structure called "The One," responsive to music and adaptable across media. This system included particles for effects, typing cursors, stamps, frames, and audio spectrums. Extended patterns, inspired by piano tiles, were designed for print and non-motion media to maintain brand consistency. Artists were integrated into the system with a flexible color identity approach, allowing each to choose a unique color tied to their projects. The merch design aimed for stylish, event-ready pieces that reflect the brand’s simplicity and musical heritage.
Project Impact
This project has significantly influenced the visual identity of other African record labels, especially in Nigeria, becoming a reference point for dynamic branding in the music industry. The brand's innovative identity has been featured in global design publications, including Sandu Publishing’s showcase on dynamic branding and recognized on Behance in the Best in Brand Design and Graphic Design categories.
