Island Roots
Building an identity rooted in Jamaican culture.
Overview
Island Roots Music Group is a New Jersey-based independent record label dedicated to uplifting artists and connecting audiences with music that transcends boundaries. Guided by the motto "Manifesting Your Dreams into Reality," the label works across recording, production, distribution, and artist development across music rooted in Jamaican culture.
Island Roots Music Group is a New Jersey-based independent record label dedicated to uplifting artists and connecting audiences with music that transcends boundaries. Guided by the motto "Manifesting Your Dreams into Reality," the label works across recording, production, distribution, and artist development across music rooted in Jamaican culture.
Challenge
After 15 years in the industry, Island Roots was still leading with a generic logo that conveyed nothing about the culture, heritage, or artists behind the brand. It could've belonged to any music company.
After 15 years in the industry, Island Roots was still leading with a generic logo that conveyed nothing about the culture, heritage, or artists behind the brand. It could've belonged to any music company.
Goal
Design a visual identity as rooted in Jamaica as the music itself — one that works across digital, print, and physical touchpoints without losing its character.
Design a visual identity as rooted in Jamaica as the music itself — one that works across digital, print, and physical touchpoints without losing its character.
Results
The new identity gives Island Roots a visual voice that's finally as distinctive as the music it puts out — built to scale from a streaming profile to a vinyl sleeve to a stage backdrop.
The new identity gives Island Roots a visual voice that's finally as distinctive as the music it puts out — built to scale from a streaming profile to a vinyl sleeve to a stage backdrop.
Previous identity, 2016
