Frame & Focus
A conceptual branding and packaging system for a mid century, analog-inspired record shop. The goal was to capture the warmth and nostalgia of late 70s and 80s vinyl culture through heavy geometry, bringing music and visual design together in one system.
The Execution
Typography: Bold, interlocking letterforms built on a strict geometric grid give the logo a heavy, structural presence.
Graphic Elements: The red sticker graphic draws from retro price tags and collectible sale stickers found at old record shops.
Deliverables: High fidelity vinyl gatefold packaging, double sided screen printed tote bags, and custom die cut stickers.
Role & Tools
I handled concept development, the visual identity, and product mockups in Photoshop and Illustrator.
Reflection
This project pushed me outside my usual style and into a more disciplined geometric framework. Compared to my texture heavy, streetwear focused work, Frame & Focus was about balancing clean negative space with bold structure. It taught me how to build assets clean and scalable enough to move from a digital screen to physical merchandise without losing precision.