Northbound Records

The brief

Northbound had been a digital-only label for a decade. For its first season on vinyl, six records by six very different artists needed to feel like one family on the shelf.

The approach

We built a photographic language rather than a template. Every sleeve was shot on the same stretch of coastline at a different hour, from first light to well after dark, so the series reads as a single day when the records sit side by side. Typography stays small and consistent, and lets each artist’s image do the talking.

The outcome

All six pressings sold through their first run, and the label now commissions every release as part of the same coastal series.