Over the course of about three years, I had the pleasure of cooking on the brand concept and execution for this upstart Chicago-based record label and rave production company. Inspired by the DIY rave scene circa the 90s, we kind of just made it up as we went along... Down the rabbit hole we go!
I created Gus (the bunny) as a brand ambassador of sorts. Inspired by the labels founder Andrew and, albeit inadvertently, Alice In Wonderland; Gus comes in many colors, textures, and distortions. Leaning into the DIY ethos of the label, I illustrated Gus myself when I am fact not an illustrator... This was equal parts challenging and rewarding.
Rü 'Blue/ Green' EP, 2021
Rü 'Blue/ Green' Extended, 2021
Rü 'Black/ White' EP, digital 2020
Rü 'Black/ White' EP, vinyl 2019
While the digital experience maintains the aesthetic of a blog from 1996, under the hood lies a number of 2096 bells and whistles: artist hubs, a custom audio player, web shop, and many fun page and cursor effects.
