Eastern Margins

+ Creative Direction
+ Strategy
+ Branding
+ Animation

The home for Alternative Asian Culture, Eastern Margins is an amazing record label and events group. As they've amassed a community around them, they (like so many others) started to challenge their representation, in music and media. We worked together to challenge the visual idea of "Asian Identity" in 2023.

Their identity challenges stereotypical visuals of "Asian culture", the tired, peaceful imagery of cityscapes and Asian iconography had no place in their vernacular. Instead, we helped develop a maximalist, unapologetic identity that matches the music and events they throw.

We worked with them to evolve their brand identity, refine their investment strategy, and bring their brand to life across all touchpoints, digital and physical.

Their brand celebrates speed, dense visuals, and texture to the point of garishness, but that was the point. To challenge the expectations of Asian identities and give them an visual identity they could feel comfortable in.

The brand uses a wild mix of colors, geometric patterns and layering to create itself, the cohesion comes from the logo and wordmark, as well as the fact no one dares be as brazen as this brand in their communications, making their brand impossible to top.