V Recordings
Pioneering 3d visuals for a legendary label
Intro
V Recordings, founded in 1993 by Bryan Gee and Jumpin Jack Frost, is a seminal UK drum & bass label renowned for its pivotal role in the genre’s evolution. Known for early innovations and iconic releases like Roni Size’s “Brown Paper Bag” and the Mercury Prize-winning “New Forms,” the label has consistently nurtured top-tier talent such as DJ Die, Krust, and Dillinja. Through its sub-labels like Liquid V and Chronic, V Recordings has showcased diverse drum & bass styles, while its events have bolstered the genre’s global presence. The label’s unwavering commitment to quality, innovation, and community has cemented its legacy as a cornerstone of drum & bass music.
Challenge
The brief was to create top-tier 3D graphics that matched the best special effects of the time (despite 3D-rendered graphics being relatively new and costly in 2019). We needed to design distinct visuals for two concept albums—one celebrating classic foundational tracks and the other showcasing innovative, future-forward sounds. We wanted to ensure these advanced 3D graphics seamlessly integrated into music releases and events, riding the wave of a growing trend in 2019 that has since become ubiquitous.
Key Ideas & Insights
Realistic Metal Logo Rendering
The project centred on transforming V Recordings' iconic logo into a realistic 3D reflective metal design, achieved through extensive experimentation with orientations, reflections, and materials.
Distinct Visual Themes for Albums
For the "Classics" (Foundations) album, we used a gold metal material with a custom texture to evoke a timeless feel, while for the "Future" album, we opted for a shiny silver material enhanced with reflective blue elements to convey a modern, cutting-edge vibe.
Integrated Physical and Digital Elements
The final designs were incorporated into physical vinyl packaging and a 3D looped visualiser, blending traditional and digital media to enhance the albums' visual appeal.
