Visual Concept / Identity / Graphic Design


Klinch, the Melkweg’s platform for electronic music, represented a range of different music styles each with their own subculture and often also their own visual style. So when the Melkweg asked me to redesign its identity, I decided to focus on what all electronic music has in common: the use of ‘abstract’ sounds that are repeated to create ritmes and patterns of beats. This idea was the starting point for both the logo and a series of images.

Geometrically shaped objects and big sheets of coloured paper were combined into a physical installation. By photographing the installation and playing with zooming and framing, abstract images were created. Just like analog audio fragments in electronic music, the imperfection of the physical reality gave a warm human touch to the final result.