Label founding & creative direction
Client: ELSWHR LTD / Eleven Kinds
Objective:
Create and lead a classical/acoustic music label, developing its brand identity and online presence.
Summary:
As founder and creative director of Eleven Kinds (XIK), a Scotland-based record label focusing on chamber music both old and new, I developed a brand identity that captured the balance between discipline and expression inherent in classical musicians. I chose a bold, medium-weight DIN sans-serif typeface to reflect precision while maintaining an expressive feel. The austere black and white imagery, punctuated by a unique accent colour for each release, provides a consistent yet flexible template for the catalogue. I custom-built the website using bespoke PHP templates, intricate CSS, and tailored front-end JavaScript, resulting in a fully responsive site that showcases the label's unique aesthetic across all devices.
