Flexible identity design for independent record label, entertainment and creative collective. The logo was designed as a simple framework for the imagination of the viewer, confronting them with something playful, with a chance to come up with words, visuals or ideas every time they view it.
As a collective of creators, I felt it was important for Whatabout’s identity to be simple enough to be endlessly remixed and customised by its members, whilst also creating a strong visual brand for audiences online and in public.
For this I came up with the idea of the ‘poster’ that’s almost evocative of a magazine masthead. The logo was adapted to fill a simple top and bottom layout, leaving a space for creativity in the middle.