24/7 Artists provides a creative hub for the music industry, offering community, education, and so much more. With their 24/7 Sessions program, they’re giving artists a chance to create and collaborate in the studio with new faces, leaving with finished tracks and global connections.

Their existing brand was in great shape, but they came to me looking for a bold way to brand their 24/7 Sessions program, while clearly marking it as an evolution of their current branding. It needed to have the energy befitting the collaborative program, but live in the same visual world as their existing brand. At some point in my exploration, I took a step back, looked at their main logo, and noticed a beautifully simple solution. All I had to do was knock out 2 small sections of their original logo and there was an “S” for “sessions.” I used the original typeface, but made everything all-caps and played with the tracking for contrast. From there, I got a bit looser and had some fun creating type lockups and a modular system for flyers that could be flexible as the program takes off.