✶

A friend came with a home for music discovery and a very clear feeling: sound as a ritual, for people who know what they like and don't need it validated. The name came first, and it came from a problem:

'Unpopular Opinion' does the positioning work on its own, before you've even seen the logo. 'WAV' does double duty — music in its rawest, uncompressed form, and a wink at the whole ethos: an honest sound.

We pulled the palette back to monochrome, moving the personality into the typography and copy instead — expressive, slightly defiant, doing the work colour would normally do. Everything else stayed disciplined on purpose, so the system frames the artists rather than competing with them.

✶ Not for everyone. That was always the point.