Set up by the guys behind Strictly Underground, Floorpiece is a record label supporting new and upcoming DJs.

BRANDING, DIGITAL ARTWORK

Although it is linked to Strictly Underground through the people who run it, Floorpiece is its own entity, and so it needed a new and distinct brand. I wanted to create something that merged the technical nature of electronic music with the natural fluid motion of dance, and so a logo was created to answer the technical side, and a swirling marbled mass for the natural side.

The logo itself was created to feel somewhat mechanical and intricate, but still clearly legible, with a simple and recognisable icon created to complement it.

As a nod to Strictly Underground, and to further merge the two distinct sides of the brand, a 3D geometric shape was created that was filled with the same elegant yet visceral texture.