Academic Project
Roots Origins
Roots Origins
Roots Origins is a fictional hip-hop agency created for the purpose of an academic project — a brand that lives to spotlight young, emerging artists who honour the roots of hip-hop through sound, style, and substance.
This project delivers a complete visual identity all crafted to echo the essence of hip-hop’s golden era with a forward-thinking lens. This brand is built on authenticity, storytelling, and sound that speaks from — and to — the culture. Every element designed in this project aims to amplify those values while connecting both nostalgic and modern-day audiences.
This isn’t just design. It’s a strategy-led tribute to a culture that shaped generations — reimagined through a modern lens.
Creative Value
To honour hip-hop’s rich history, a limited-edition vinyl was created — a nod to the tangible legacy of music distribution. With attention to detail the vinyl becomes a collectible piece of design and culture, spotlighting new artists that represent the soul of classic hip-hop with a modern edge.
A booklet insert accompanies the vinyl sharing the artists reflections through an immersive, almost diaristic tone — written from their perspective — grounding the visual identity in meaning and storytelling; adding deeper meaning to the listening experience and elevate the album.
The creative direction allows room for creative flexibility and supports the agency’s mission to turn passion into platform and nostalgia into momentum.
