Overview
Stepstool Records is a music and community-focused nonprofit dedicated to creating inclusive, well-supported events that encourage hesitant concertgoers to reengage with live music. Their vision includes amenities like bike parking, non-alcoholic beverages, hearing protection, and welcoming spaces.
In 2024, I connected with the founders and was immediately inspired by their mission. I collaborated with them to develop their brand strategy and designed their core brand elements, including their logo, typography, and visual identity—setting the stage for their 2025 launch.
Approach
Brand Strategy
I led a strategy session with the board to define their mission, target audience, and unique position in the Seattle music scene. This informed a distinct brand persona to guide all design decisions.
Mood Boards
The team envisioned an urban, DIY aesthetic that felt welcoming yet edgy. We curated a visual direction inspired by urban cultures, balancing approachability with a bold, independent spirit.
Logo Design
The name Stepstool Records reflects their mission to elevate smaller artists and communities. I explored various abstract representations of this concept before landing on a solution that integrates a stepstool into the negative space of the logo. This approach creates strong contrast, high recognition, and a clear nod to their name.
Wordmark & Typography
The hand-drawn wordmark is bold yet relaxed, with wiggly lines that soften its intensity. I paired it with Titillium, a slightly quirky yet highly legible font that complements the brand’s confident but inviting personality.
Brand Pattern
To reinforce their urban roots, I designed a brand pattern inspired by aerial cityscapes, visually grounding Stepstool in the community it serves.
Year
2024
Client
Stepstool Records
Responsibilities
Brand Design, Logo Design, & Typography
