Common Unity — Brand Identity Concept

The Challenge
Common Unity, a Leeds-based record shop and label, wanted a fresh identity that would capture their ethos of community, boundary-pushing music, and streetwear culture. The new brand needed to resonate with local artists and DJs while appealing to a youth-driven audience immersed in dance culture.

Our Role
We were tasked with developing a bold and versatile identity system that reflected Common Unity’s values and showed how it could stretch across multiple touchpoints: from the record shop to the label, community events, and merchandise.

Our Approach

Researched youth culture, dance music identities, and streetwear influences to ground the creative direction.

Explored bright, energetic colour palettes and bold typographic treatments to reflect the store’s experimental and community-focused spirit.

Designed a flexible identity system that could adapt across digital, print, merchandise, and environmental applications.

The Outcome
A bold conceptual brand identity that reflects Common Unity’s role at the centre of Leeds’ dance music scene. The design showcases how the identity can scale across merchandise, in-store branding, digital platforms, and promotional campaigns, supporting the shop’s vision of uniting music, culture, and community.