BRAND IDENTITY FOR AWARD WINNING COLLECTIVE & LABEL

SHOWCASING THE SOUNDS OF THE AFRICAN DIASPORA

This is an ongoing collaborative project between myself and Mothaland Art Director.

The good folks at @mothalandhq kindly approached me to develop the continued visual direction for their brand-new club night, which explores the sounds of Africa, its diaspora, and much more.

Now approaching three years of promotion, Mothaland has become one of the hottest nights in the city, Recently doing takeovers at Black Pride and Tate Lates & Recess whilst receiving praises from Complex and Little Simz.

THE IDEA

I initially wanted to make sure the branding did not fall into the pitfall of centering the design around African patterns and being at risk of not offering a visual POD from the rest of the event promoters out there.

Here, I centered on how we could convey the rich sounds of the continent, routing the visual language in musical instruments and a homage to visual references across African Disco / Funk / Highlife whilst applying it to the modern day.