Brand Identity, Logo Design, Iconography

Through Ladies Music Pub I connected with Jude McArdle who was looking for a digital designer to create a brand identity for their new Associate Tier.

Being new to the music industry at the time I knew social media branding was essential for the audience as I used them myself for resources.

The client gravitated towards softer, rounder lettering and softer muted colours to accommodate neurodiversity.

The AIM Associate logo is designed to be dynamic, creative and inclusive in presence.

The logotypes are made up of three elements: the layered rings, the AIM logo and the Associate type. These elements are combined to symbolise empowerment and connection.

AIM wanted a range of assets they could use overtime for social media. I used angular shapes to tie back to the AIM identity.

These layouts were designed as templates so it could be used on canva.

Along with new branding and social media assets, the main space where these resources can be accessed is through their website.

I mocked up the landing page and explored different ways to illustrate each section. Making sure the icons were cohesive with the typography, I rounded the corners. 

This project became a great introduction to independent labels and distribution companies I work with today.

AIM is known for hosting many events to connect people to the music industry such as AIM SYNC and AIM Connected. ‘Future Independents’ would be a similar virtual conference for users of the AIM Associate membership. The branding for this needed to reflect the membership branding.