After having organising several events, the collective Doxall becomes, in 2018, a music label called DXL Records. Keeping the same artistic direction that was used for their events, a mix of minimal and house, my work was to create a strong identity for the label but letting their values shine through. The challenge was to find how to retranscribe the word minimal and find a gripping colour palette. The whole identity revolves around one element : the logo. Inscribed in a square, the letters  ‘D’, ‘X’ and ‘L’ are suggested. Multiplied and tilted, the logo can transform into a pattern. This allowed me to create the visuals for the first label release. The second album isn't disguised as a pattern but abstract shapes and in reality is actually a larger version of the logo.