Works

Secret
City Records

Creating a coherent visual system packed with personality

Secret City was founded in 2006, dedicated to developing and supporting artists with a strong creative voice across various genres. Their current business model includes working with musicians to produce and release their music, as well as providing support for live events and international partnerships. The goal of this rebranding project is to increase their brand awareness amongst young adults, and to create a flexible branding system suitable for a variety of use cases.

A high flash photograph of a man in casual clothes, sitting on two poles with both hands displaying the middle finger in an abandoned warehouse.

Geometric shapes come together to form a bold identity

The logotype is a hidden word mark of the letters “S” & “C”, created by two buildings with windows. Variations of the logo were created to suit a variety of use cases, with and without typography. With this new logomark, Secret City is more than just a record company; it becomes a lifestyle brand. Wearing this mark creates a sense of belonging and exclusivity to young music connoisseurs.

Secret City's monogram white logo on a blue background.
Secret City's monogram black logo on a yellow background.
Secret City's monogram white logo on a purple background.
Secret City's monogram black logo on an orange background.
Standard form of the Secret City Monogram.
Secret City monogram paired with the type, "SECRET CITY".
Pure logotype form of Secret City Records' branding, with the type "SECRET CITY RECORDS". Each word is stacked on top of each other.
Inverted deconstructed form of the Secret City monogram.
A mockup of the front and back of a ticket stub. The front of the ticket stub has a QR code, show description and photos of select artists. The back of the ticket features the deconstructed black logo.
A mockup of a bootleg tape on a bubble wrap background.
A cover for a Secret City Records zine.
An open spread of a zine, featuring Shad and his album releases.
A mockup of a person sitting with paper bags. On the bags are the stacked words "SECRET CITY RECORDS". The bag in the foreground is black with purple handles.
A mockup of the deconstructed logo in orange and purple on a brick wall, with day time lighting.

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