Paradise London approached me to support their design team after they were appointed as the team to direct & artwork the AIM rebrand.

The Association of Independent Music provides a collective voice for some of the largest music labels and artists in the world so Paradise wanted to establish a modern new positioning for the brand. The identity needed to sit well and compete with established global brands like Spotify, YouTube and PIAS, while still encapsulating an indie attitude.

I proposed the chosen logomark, which utilised an abstracted form of the AIM letters, focusing on dynamic shapes that echoed those of soundwaves / recording tape.

The logo was rigorously tested across digital and physical formats to ensure legibility and clarity thorough spacing, transpaency and sizing.

The identity continues to be developed and used across all branded events and initiatives.