In it's 75th year Atlantic Records reached a crossroads. A moment to define what a modern label should stand for. I led the creative partnership with the brand studio and the senior leadership team to build a new strategic positioning and identity for the next era of the label.

Framed around a simple question. Why does a record label matter in 2024 and beyond? The answer became our new north star. MUSIC TO MOVEMENTS. Atlantic lifts, shakes and moves culture forward. The label turns music into movements with artists who move people. Stillness is the enemy. I translated this idea into a clear creative framework for the business. A values led identity. A design system shaped by the OG Atlantic logo. Content and data as building blocks. A brand that feels alive and moves in every context.

This work now guides the label through its transformation. A creative and cultural reset that aligns the business around one idea. Music to Movements. In collaboration with Explorers Club.