I was asked to create a visual identity and various promotional items for dubstep music producer 'bluze' to assist in the promotion of his new unsigned material, and to support his image as an artist for an upcoming trip to the annual Winter Music Conference held in Miami.



The icon is the central visual anchor for the concept. It presents ‘Bluze’ as a chemical, and is represented as an extract from the periodic table. The concept draws upon the real world link between science and technology, and their often shared visual cohesion which works in harmony with the technical, electronic style of Bluzes’ music. The honest, modern style that the concept is executed in also ties in with the raw, gritty side of the music produced. The icon itself is used in conjunction with ‘bluze’ in the typeface ‘Helvetica Neue’. The simple sans serif style is not only very functional, but further enhances the modern, technical, un-designed edge of the identity. The concept not only reflects Bluze in an appropriate, yet original manner, it allows scope for many innovative and eye catching promotional and print items in the future.




I created a promotional CD for Bluze to distribute to DJ's and Record labels to promote his music in Miami. The Cd was essentialy what you'd call his 'demo CD'. Bluze advised me that on previous similar trips it wasn't clear to people what the CD's he was handing out were, wether it was his album, signed, or unsigned tracks. So in keeping with the edgy honest theme of his visual identity, I decided to label the CD's with 'unsigned material', which not only sound better than calling it his demo CD, but means there is no confusion at all.

The idea behind the CD case was to create something that fitted with the Bluze identity but also created an extra level of interest for the target audience. On face value it is clear to see that it is 'Unsigned Material', but when the CD case is opened you are left with a stand alone CD which simply says material, implying the transient nature of the industry and their imminent signing to a record label.