As a lover of music and independent record labels and sellers, I was beyond excited when I was approached by Andrew Barger of Rust Records to create an identity for his growing record-selling business. This involved creating an original brand, brand collateral to create a uniform visual aesthetic across physical and digital touchpoints, and ongoing work to create a more robust digital presence as the business evolves. Inspired by niche label Numero Group and other benchmark brands, we collaborated to develop a vision that felt warm, inviting, and with a distinctly do-it-yourself eclecticism that knows the rules to break the rules.