Outer South

How do you define a new brand for an international music platform? Outer South approached me to develop a new suite of branding, website and printed collateral to shape their new label.

The coordinates were used as the starting point to develop a new logo and design system that represented both London and Johannesburg. The label aims to celebrate undocumented local music in South Africa, from R’n’b and trap to house and rap. The dark and light perspectives are used to define night and day between the hours of the London and Johannesburg offices. As there’s only a one hour time difference, the visuals are adapted depending on time of day to create one common language.