LESLEY QUISt / Selected works 2026

SPINNIN' RECORDS

Client:

Role:

SPINNIN' RECORDS

Creative Director

→ Challenge

→ Approach

→ Impact

Re-Defining an established global brand without losing its original identity

A brand identity built for longevity, adaptable across sublabels, campaigns and social platforms. The system supports ongoing evolution without the need for constant redesign, while maintaining clarity and recognition over time.

→ IDENTITY

The logo was refined to improve clarity and usability, while maintaining its recognisable mark. From there, a minimal design system was developed that allowed sublabels and artists to express themselves freely, while still feeling part of a larger whole.

→ BALANCE

Rather than following the loud and expressive language of EDM, I positioned the brand as a more contemporary, established presence, forming a visual language that could hold multiple identities, as an umbrella brand, without competing with them.

→ GRID SYSTEMS

Initial artwork templates, inspired by the brand’s vinyl origins, introduced a structured way of separating text and image, which evolved into a broader design system used across covers, social and campaign assets, maintaining consistency while allowing variation.

→ SUBLABELS

Defining Spinnin’ Deep, focussing solely on house music, allowed for a more outspoken approach, resulting in a typography-led system that stays connected to Spinnin’ while opening up a more contemporary, culturally driven look.

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Spinnin' Records

At its core, Spinnin’ Records is driven by its artists and their music, while the brand itself operates as an established platform that amplifies and curates their work for a global audience.

The creative direction focused on defining a contemporary and authoritative identity that remains instantly recognizable, while adopting a more minimal and controlled visual design system to support, rather than compete with, the content itself.

This results in a visual identity built for longevity, adaptable across sublabels, campaigns and social platforms. The system supports ongoing evolution without the need for constant redesign, while maintaining clarity and recognition over time.

Defining the sublabel Spinnin’ Deep, focussing solely on house music, allowed for a more outspoken approach, resulting in a typography-led system that stays connected to Spinnin’ while opening up a more contemporary, culturally driven look.

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