SCOPE:
BRAND IDENTITY & ALBUM COVER DESIGN
CLIENT:
KAEZEE
YEAR:
2022
ROLE:
INDEPENDENT DESIGNER
Kaezee
project context.
Kaezee is an emerging DJ and music producer based in Hyderabad, India, known for his genre-bending sets that span tropical house, deep house, techno, and EDM. With an ear for immersive soundscapes and a style that leans heavily into experimentation, Kaezee's music is about escaping the mundane and losing yourself in rhythm, emotion, and atmosphere. As he prepared to launch his career, Kaezee approached me to build a visual identity that could capture his sonic personality, and establish a strong foundation for everything from album artwork to merch and digital presence.
design objective.
The goal was to create a brand identity that felt fresh, expressive, and unmistakably unique, mirroring the energy and spirit of Kaezee’s music. The brand needed to resonate with a young, urban audience tuned into the global electronic scene, while also standing apart from the typical minimalist tropes often seen in the genre. The design had to be flexible enough to span album art, merchandise, event visuals, and social media.
design outcome.
At the heart of the identity is a custom logotype split across two lines — KAE and ZEE — bisected by two bold, imperfectly aligned strokes. These diagonal bars become a core visual device, representing Kaezee’s commitment to defying norms and forging his own path. The lines also double as flexible brand elements that can appear across sleeves, album covers, and digital content, serving as a signature motif. The color palette, featuring vibrant pinks and greens, evokes tropical warmth and youthful energy, nodding to the genre’s roots and the artist’s persona.
The first two mixtape artworks expand the visual language further. For the Tropical House Mix, a surreal collage of a flamingo-headed figure diving headfirst into a dreamlike jungle backdrop conveys complete immersion, and an invitation to let go and fall into the music. For the Techno Mix, a rainbow-lit astronaut bathed in ultraviolet light projects otherworldliness and exploration, echoing the expansive, spacey textures of Kaezee’s techno sets. Both covers are bold, psychedelic, and unapologetically imaginative, amplifying the identity’s core themes of individuality, freedom, and sensory escape.
The visual system has since extended across vinyl packaging, merchandise, and social media, giving Kaezee a cohesive and distinctive brand presence that hits as differently as his sound.
