Overview
Stepstool Records is a music and community-focused nonprofit dedicated to creating inclusive, well-supported events that encourage hesitant concertgoers to re-engage with live music. Their vision for events 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.
Outcomes
Stepstool Records is currently preparing for their first event(s) in 2026.
Year
2024
Client
Stepstool Records
Responsibilities
Brand Design, Logo Design, & Typography
