Founder Mike Herbrik wanted a brand expression that combines professionalism with a strong touch of early 90s punk, reflecting the company’s essence while standing out from competitors.

In developing the new identity, we dove into the aesthetics and themes that defined North American punk culture in the early 1990s. Concert and band posters from this subculture were key sources of inspiration for the identity and its applications.

Our goal was to create a visual identity for Selective Music that clearly communicates who the company is and what it stands for, while also standing out and resonating with Selective’s target audience—young artists, producers, and songwriters.

When we started this process, we had some idea of what we wanted and a clear idea of what we didn’t want. By the end, we gained a much deeper understanding of who we are and where we’re headed, thanks to the process initiated by Bleed to get to the core of what Selective is as a company. And we now have an amazing new visual identity that we’re proud to incorporate into everything we do, says Mike Herbrik, Founder/Manager at Selective.

Documentation photos by Matylda Awdziejczyk