As the team transformed the record store into a live music lounge, the brand needed to grow up too — bold yet refined, with a sense of history and confidence. The original logo was expressive and raw, but the new identity had to speak to a more mature sound and setting.

I collaborated with designer Christian McMahon to create a new mark and custom typeface that captured the essence of Wax — a brand that feels familiar even when reimagined. The identity now carries through posters, digital campaigns, and event signage, giving Wax a timeless visual rhythm that connects its past as a record store with its new life as a music institution.