Romulus Records - Brand Identity Design & Art Direction

Romulus Records is a UK-based Record Label focused on finding undiscovered talent and building a community of like-minded artists and producers. In 2017 I co-founded the label alongside Seamus Tyrrell and since have been Artistic Director. The business required constant design assets in the way of print posters and flyers, digital marketing content and brand identity upkeep for its events and vinyl releases. Handcrafting every deliverable to shape this brand’s identity from scratch was a welcome challenge and one I thoroughly enjoyed whilst honing my craft and learning the business and marketing side of design early in my career. The brand is built upon a shared love of ancient history and classic cinema. The visuals, therefore, take on a retro-futuristic style which mirrors the music released with more traditional elements and cultures merging with more modern and digital techniques of production.

Romulus relies on a stylish, high-end, cinematic look and aesthetic to set it apart from the other independent labels in the market of underground music. I designed the brand identity with this purpose in mind, to cut through the competition with something unique and fresh. I chose a mixed-media direction, using collage and photography along with minimalist typography elements to create textures very different to what was seen by other independent dance music labels who mostly relied on digital imagery and illustration styles. Adding lo-fi sophistication and chic to an industry that lacked that human edge and texture.

With my design direction and the stellar management of my co-founder, Romulus’ catalogue amassed over 150,000 plays online, hosted a highly successful collaboration night with Keep Hush that reached virality online and was nominated for Best New Record Label in the Duploc Dubstep Awards 2019. Distributing vinyl records to over 14 different countries worldwide, selling out our first 3 EPs.