Neel Design Director

ABOUT

This project fell into my lap out of nowhere with the goal of giving direction to the team behind the production to try and incorporate the iconic Trojan records logo with the new ‘Small Axe’ limited TV series.

After a couple of phone calls and hearing Steve McQueen himself explain the concept behind the five part series - it quickly became apparent that this was way more than just a nice logo refresh. It stood for something.

The idea that even a small axe through persistency, can take down a huge tree, along with Steve’s desire to combine it with Trojan records, which was part of a movement through reggae music in Britain (bringing black, brown and white together, as well as highlighting the struggle of the artists), AND being a brown boy born and raised in London and witnessing the backlash of George Floyd’s murder while reliving the buried racial abuse I experienced growing up. This was much more than just a logo to me.

Ultimately, even though you may think “well, it’s just a bit of text in a nice lock-up mate”, it serves a purpose - and that was to be bold, stand out, and represent those who paved the way for us.

I tell this story not to brag about the work, but as a humble reminder to myself and those struggling to get somewhere in life, that when starting out my career I almost gave up design entirely due to no one giving me a chance, and today I get to be a very small part in something that could inspire a positive change in the world.

Imagine if I gave up.

MADEIT CREDITS

  • Small AxeClient
  • * NeelCreative Director, Designer
Project featured: on 23rd August 2021

Small Axe / TV Series (Branding)

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