JENNIFER
MEGAN RINGLER
Raw Heart Records
Independent Record Label | Phoenix, AZ
Brand Identity Guide
Role: Brand Identity Design, Custom Logo Design, Photography, Image Retouching, Style Guide Authoring
Scope: Developing a cohesive, flexible visual identity system for an independent record label to elevate their roster, streamline release artwork and maintain a distinct presence across print and digital platforms.
Deliverables: Brand Identity Guide, Custom Logo System, Background Textures, Typography Hierarchy, Color Palette
Tools: Adobe Illustrator, Fresco, InDesign, Photoshop, Lightroom
Challenge
Independent record labels need to strike a delicate balance: the visual identity must be strong and instantly recognizable, yet flexible enough not to overshadow the distinct artistic personalities of the musicians on their roster.
The goal was to move away from piecemeal visuals and establish a unified brand system. The label needed clear guidelines for logo usage, color harmony, typography and release artwork so that album covers, promo flyers, merchandise and digital media all felt seamlessly connected under one roof.
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Strategy & Execution
Custom Logo Design & Adaptable System
I designed a custom logo mark from scratch to reflect the label’s authentic musician-first culture while maintaining modern visual appeal. To guarantee scalability across physical and digital touchpoints, I developed a modular logo suite with primary, secondary and emblem variations.
Custom Photography for Tactile Background Textures
To connect the visual identity to the analog heritage of music, I shot original photography of vintage vinyl jackets, capturing real ring wear, paper grain and surface patina. I retouched and processed these photos into a custom library of high-resolution digital textures. Applied across the brand guide and promotional assets, these textures provided a tactile, authentic aesthetic that set the label apart in digital spaces.
Strategic Color Palette & Typography Hierarchy
The brand's visual language balances functional legibility with high-impact editorial design. I established a dynamic color system with grounding neutrals and vibrant accents, complete with CMYK, Pantone, RGB and HEX values for seamless cross-media production. The typographic hierarchy pairs a bold display font for headlines and releases with a clean, highly accessible sans-serif for tracklists and press kits, optimizing readability at all scales.
Results
Streamlined Workflow:
Reduced turnaround time for release assets by providing reusable layout templates and pre-retouched texture libraries.
Unified Visual Presence:
Created a recognizable, cohesive brand voice across live events, digital streaming platforms and physical merchandise.
Artist & Partner Clarity:
Delivered an accessible, easy-to-use brand manual that gives external collaborators, designers and venue partners clear boundaries for consistent asset execution.