Project Overview

Research & Concept Development
Before I touched a single design tool, I spent time understanding the world the client lived in. I looked at how other recording studios brand themselves — and more importantly, I identified what I didn’t want to do. Most studio logos lean on soundwaves, microphones, or music notes. That wasn’t going to cut it here. ‘Certified Evil Genius’ is a statement. It has character. The branding needed to live up to it.

I explored the cultural language of genius — think mad scientists, classic villainy, retro badge culture. I also thought about the music industry vernacular around ‘certified’ — as in certified gold, certified platinum. That gave me a direction: something that felt like a credential, an achievement, a mark of authority. Combined with the irreverence of ‘Evil Genius,’ I knew I was building toward something that felt both legitimate and a little dangerous.

Logo Design
The logo became the cornerstone of everything. I wanted to create a mark that worked as a unified lockup — something that could stand alone on its own as a symbol of the brand without needing any supporting text to make an impression.
The typography was critical. I wanted letterforms that felt strong and authoritative without being corporate or cold. The name itself carries so much weight that the type needed to frame it rather than compete with it — letting the words do the storytelling while the mark gave it credibility and visual gravity.
I approached the overall aesthetic with a timeless quality in mind. I wanted this to feel like something that could have existed decades ago and still feel relevant today. Badge-style design cues gave it that sense of history and legitimacy, which worked perfectly alongside the playful arrogance of the name.

Brand Extensions — Stickers & Apparel
Once the core logo was locked in, I moved into the brand extensions. This is where a lot of identity projects either come alive or fall apart. A logo is one thing — but when you start putting it on a t-shirt or a sticker, you’re asking it to perform in a completely different context.
For the sticker designs, I developed variations that could work in isolation — pieces of the brand world that felt collectible and shareable. Stickers for a recording studio end up everywhere: laptops, instrument cases, studio walls, tour vans. They had to be bold enough to grab attention at a small scale and carry the personality of the brand in a single glance.

The apparel designs were approached the same way I’d approach any merch project — I asked myself whether someone would actually want to wear this. Not just a client handing out branded shirts, but an artist or engineer who genuinely wants to rep where they record. That’s a different bar. The designs had to have cultural credibility, not just brand compliance.