4 THE RECORD

4 the Record is a collective of DJs, entertainers, and creatives committed to leveraging their platforms for social justice and equity. Assembling in the lead up to the 2020 US presidential election, they wanted a brand identity that encompassed both the musical and civic engagement aspects of the initiative.

The creative process involved navigating competing priorities and opinions within the collective—wanting to celebrate the contemporary art form of DJ’ing without disregarding tradition and culture, and wanting to communicate the gravity of electoral social activism while appealing to young people. I crafted a clean and bold identity with shocks of colour to break through the monotony of conventional, politically-inclined design. I created digital marketing assets characterised by striking colour combinations against b&w photography—aesthetically reminiscent of protest art—to be leveraged across social media, website, and livestream DJ’ing events on Twitch.

Independent project | ROLE: brand identity, creative direction, art direction, design