YEAR2019 PROJECT77 Rise Recordings scope OF WORKIdentity, Lettering, Illustration, Print, Merch DesignClient: 77 Rise Recordings, Matt Bloom Design & Lettering: Andrew Lee77 Rise Recordings is a San Francisco-based music label run out of Matt Bloom’s humble apartment. 77 Rise serves as a platform for a local community of beatmakers that put out ethereal sounds released onto cassette tapes. Occasionally, 77 Rise takes shape in a live music event and draws a modest crowd reminiscent of the Bay Area’s hip-hop scene years ago.Sharing Matt’s passion for music-making, community-building and nostalgia; I wanted to create a branded visual language that could supplement the existing aesthetic that 77 Rise had. Inspired by the analogue DIY approach; I designed an exploded diagram of a cassette tape, oscilloscopic ellipses, and a variety of ‘The Sevens’ lockups that give subtle nods to the City.
The cassette artwork was printed onto a series of merch such as tees, crewnecks, and tote bags.