Music, for the people, by the people. During the 2020 lockdown I Co-Founded and subsequently managed Virtual Ground, an independent events & record label run by a group of professional designers, audio engineers and musicians, focused on music, design, and immersive experiences.

The amount of creative energy in the project meant we wanted a look & feel that could be re-invented again and again, whilst still being immediately recognisable. Taking visual cues from Adam Curtis' documentary, hypernormalisation and the utopian idealism of early cyberspace, we created a visual structure not tied down by the traditional constraints of a brand system.

The collective would go on to become a leader in the music scene of my hometown of Leicester and beyond, hosting community focused in Leicester, London and Warsaw, running open artwork briefs with local artists and hosting two London based radio shows.