Art direction and design for AJ Tracey’s second album Flu Game, built around the concept of AJ as an MVP signing to a fictional basketball team, Revenge Athletic. The identity stretched far beyond the album — from team branding and uniforms to press conferences, outdoor campaigns, merchandise and brand collabs with New Era and McDonald’s. A FIFA ’22 ‘Revenge FC’ FUT kit and stadium theme extended the narrative into gaming culture. Special edition picture discs, styled as a basketball and a pizza, nodded to the story behind Michael Jordan’s infamous Flu Game, while a gatefold design revealed the team’s home court. The release was treated as a cultural moment rather than a standard drop, with the vinyl nominated for Best Packaging at the 2021 AIM Awards.
Client: Supernature
Photography: Michael O’Donnell
ESCAPE ARTIST
2023
Art Direction & Design
Art direction and design for MISOGI’s fourth album ESCAPE ARTIST, a project built around themes of escapism and imagined worlds. The identity drew on early internet iconography, gaming, and software visuals to create surreal, dreamlike landscapes that blurred the line between digital and physical. Each track had its own custom logo, referencing nostalgic media symbols, while the physical release pushed the concept further with UV-printed jewel cases and layered packaging. The visuals aimed to mirror the shifting tone of the album and add a tactile layer to its world-building.
Client: Supernature Photography: Isy Townsend
No Favours
2020
Art Direction & Design
Art direction and design for No Favours, the debut album by Grime pioneer Footsie. The visual language was inspired by the bold graphics of 1970s dub and reggae, as a nod to his family’s roots in London’s soundsystem culture, and reworked through a contemporary Grime lens. Custom typography and a distinctive orange and green palette were central to the identity, with bold layouts that echoed the energy and weight of classic record sleeves. The aim was to reflect Footsie’s foundations while giving the release a clear and recognisable visual presence.
Photography by James Gould
King Original Soundsystem
2023
Brand Identity
Identity design for the revival of King Original, a family-run sound system founded in 1970s London by Farda Waz and brought back by his son Footsie in 2023. The updated branding reworks an original logo from the archive into something sharper and more immediate, keeping its core idea but refining the details. A red, gold and green palette grounds it in its roots, while bold typography and flexible variations carry the legacy into a new era. The identity appears across merch, flyers and a custom built lightbox that sits on top of the current King Original stack.
Visual direction and design for Butterz, one of the defining Grime labels of the 2010s. The identity evolved from stripped-back black and yellow artwork for vinyl labels to full sleeve designs, roster branding for artists including Flava D, Royal-T and DJ Q, event posters and merchandise. For a decade, I helped develop a cohesive visual system that grew with the label and its artists, and reflected its respected role in both Grime and electronic music. The gun finger graphic became a staple of the identity and a lasting visual signature closely tied to the label’s legacy.
Photography by James Gould
Sega Bodega
2020-2022
Art Direction & Design, Identity Development
Design direction and identity development across multiple projects for Sega Bodega, beginning with his debut album Salvador, which established a dreamlike visual world and the foundation for his visual language. Across follow-up releases Romeo and the self*care reissue, I evolved that identity through typography, packaging, tour campaigns, merchandise and promotional design, adapting to new creative directions while maintaining a consistent thread. The result was a cohesive system that connected distinct eras of Sega’s work and helped define his presence as one of experimental pop’s most distinctive voices.
Client: Supernature
Photography by James Gould (Salvador), Aidan Zamiri (Romeo), Hannah Diamond (self*care)
Jamz Club
2013-2016
Art Direction & Design
Art direction and design for Jamz, a touring club night founded by Elijah & Skilliam. The identity captured the energy of Grime club culture through bold typography and evolving poster visuals that shifted with each stop on the tour. The visual language extended across social media and merch, building a recognisable presence that showcased new talent and featured legendary MCs and DJs, with the project wrapping up in a streamed Boiler Room finale.
Kaizen
2015-2019
Art Direction & Design
Art direction and design for Kaizen, a London-based record label and club series founded by DJ Madam X. The visual identity mirrored the label’s raw, bass-heavy sound with heavily textured imagery, stripped-back typography and a tight black, white and pink palette. Applied across record sleeves, event campaigns, posters and merchandise, the aesthetic gave Kaizen a distinctive voice and helped cement its presence within the UK’s underground club scene.