Switch Hustle Records

Branding
2020

Switch Hustle Records is London based collective of music producers & artists.

Looking to expand their brand into the lifestyle and streetwear market, a fresh look was required to take their brand into this new direction.

Logo Design

I designed a new logo that was ideal for application both digitally and in print. As this new logo was going to be used to print on garments, attention was given to ensure that the logo was suitable for printing on a range of materials at various sizes.

The logo is hand lettered - something desired by the client so as to represent their “make it yourself” attitude and urban styling.

This hand lettering also refers back to Switch Hustle’s original rough hand-drawn logo - helping to create a fresh new look while being familiar to fans.

Photography

Switch Hustle’s first release with the new branding was Anansikwam’s debut solo album The Sandbox.

I directed and shot a series of artist portraits to coincide with the release of The Sandbox. These were used to promote the brand as well as the new album and features in press releases by publications such as Clash Magazine and Pink Wafer Club.

Merchandise

I was asked to design unique and interesting t-shirt to debut Switch Hustle’s move into lifestyle products.

Through conversations with Switch Hustle’s artist Anansikwam, we decided to produce an illustrative t-shirt based on some of the artists lyrics from his latest album.

I worked with illustrator Michael Nicoll, a long-time creative for Switch Hustle, and developed the back illustration for 3-colour screen printing on the garments.

T-shirts are available for purchase from Switch Hustle Records here.