Tons & Tons Records
Tons & Tons was an independent label releasing forward-thinking electronic music across house, tech-house, breaks, club, and UKG. As art director and founder, I owned the full visual identity: cover art, brand system, ads, merchandise, and motion graphics for social. I also reviewed each release as a creative stakeholder, gave artists feedback, and coordinated distribution.
Sector
Music
Role
Art Director & Founder
Time
19-22
Every release got its own visual world. The label's look leaned on rendered 3D objects, heavy and textured, almost touchable. Surreal in scale, but grounded in something physical. Each cover was built to sit in the same family without repeating itself.
Intro
Motion was where the static work came alive. Loops were built in After Effects to extend each cover into social, timed to the rhythm of the release itself. Flyers carried the same visual DNA but adapted to the urgency of a date and a venue.
Past asset production, I reviewed each release as a creative stakeholder. Listening critically. Giving feedback on sequencing and framing. Helping artists decide what was ready before it went to distribution.
Outcome
By the end of the run, the label had a complete body of work. Each release stood on its own, and together they read as one catalogue. The visual system carried across covers, social, flyers, and merch without locking into a template. Artists came in knowing the work would be treated as a finished object, not a delivery file. That mattered for the kind of releases we were putting into the world.
Reflection
Tons & Tons taught me how to run a visual system at release cadence. Every cover, every loop, every flyer had to ship on a schedule, and the only way through was a system flexible enough to absorb whatever the music asked for.
It also taught me what it meant to wear two hats at once: designer and stakeholder, executor and editor. Most of what I know about pacing creative work under real constraints came out of those three years.
