Warm Upset
Warm-Up Set is a conceptual case study for NYC-based label New York Trax, capturing the essence of the warm-up DJ set—a pivotal, often overlooked skill that primes audiences for the main act.
Inspired by 90s UK and US label aesthetics, the design aimed to evoke nostalgia while grounding itself in the present.
Key contributions included Creative Direction, Visual Identity & Graphic Design, where I developed a graphic language that reflects the era’s underground scene, incorporating nods to iconic 90s label styles.
Additionally, through Location Strategy & Photography, I executed the shoot in Williamsburg to highlight the tension between gentrification and the authenticity of underground music, deepening the brand’s urban connection. From concept to execution, I led every aspect of the project to ensure a cohesive and impactful outcome.
