Young Thugs

A brand that dances for a recording studio, record label and promoter with community at its heart. Providing a platform for music and creativity across the North by helping to create a wide range of music with the most interesting acts they can find, collaborating with a wide range of people and organisations on a regional and national level.

The Brief

After securing a deal with EMI and with frequent features on BBC’s Radio 1, 6 Music and Spotify’s New Music Friday, it was vital that the Young Thugs brand looked credible and professional. It was time for a new, diverse and inclusive identity that would work across several areas of the business with digital as the main focus. 

Our Approach

As a partner and investor in Young Thugs, we strive to support local creativity as much as we can. We wanted to create a versatile brand that would showcase the personality and creativity of everyone involved as well working across both print and digital, taking into account the vast range of assets needed for the promising future of Young Thugs. 

The Outcome

The end result showcases a dancing brand with movement at the core, using a flexible system that remains identifiable across a range of applications but also shows key inspirations from their studio, housed within the historic South Bank Social Club as well as the diverse range of musical genres. 

A suite of logos were created, all intertwined with an identifiable style, but equally as strong when used solo. These logos represent the core areas of the business; studio, label, events and community. 

Used alongside a bespoke set of fun illustrations, ever growing set of animations, merch and a new website, the Young Thugs brand has to date been rolled out and well received. Featuring on a range of digital and print assets as well as a range of music genre videos the diverse identity has become a transferable asset flexible enough to allow individuals to shine whilst maintaining the desired level of professionalism.