Sensory Trials is a record label and artist collective releasing electronic music as limited, vinyl-only editions. Coming from a background in the music industry I was very pleased when a new label based in my home town approached me to help launch the project. They had a clear idea of the aesthetic they were trying to achieve, both musically and visually. Building a clear understanding of their target audience and designing within a genre's codes and conventions would prove to be a valuable and fulfilling experience. I was trusted with complete control over all visual aspects of the project, from brand identity, through to vinyl sleeve design and promotional materials.
Brand Design
Art Direction
Print Design
Taking control of the visual direction of the Sensory Trials project was a very different experience from a design perspective, effectively making me the client. I chose to conduct considerable research and development, consulting regularly with a small portion of music fans associated with the label's artists. Traditionally techno music has a very minimalist, utilitarian aesthetic, so from an artistic perspective the path was partially laid out for me. My design work attempted to marry the traditional techno aesthetic with rich textures indicative of the sensory element of the project name.
I was keen to use photography as the main visual vehicle of the record label. Collaborating with a photographer on several shoots I wanted to use unusual textures and bring a tactility to the record sleeves. The results of two shoots in North Wales, coupled with design styles I had developed as a result of my research culminated in a number of successful releases.
