MISSION BAY Digital Agency for 6AM RECORD
- GABRIEL BRUNET
- 4 days ago
- 2 min read
In the highly competitive music industry, visual identity plays a decisive role in an artist’s success.MISSION BAY Digital Agency was mandated to design the official covers for two major releases under the independent label 6AMRECORDS:
"72H" EP by Donguti and HMZX
"6IXTAPE Vol. 1", a collective mixtape gathering key emerging talents.
Our goal: develop two distinctive yet cohesive visual assets, aligned with the label’s identity and market positioning.

72H (EP) — A Raw and Immediate Visual Statement
Released in early 2024, "72H" is a collaborative project by Donguti and HMZX, two prominent voices of the new French rap wave.The project was notably produced, recorded, and completed within 72 hours, hence its title.
Visual Analysis:
Packaging Effect: We designed a cover that mimics an industrially shrink-wrapped product, symbolizing the urgency and “off-the-press” nature of the project.
Monochromatic Palette: A grayscale color choice to evoke minimalism, rawness, and authenticity, distancing the work from overproduced mainstream visuals.
Typography: Minimal and condensed fonts were selected to match the compressed, intense feel of the EP’s creative process.
The final cover conveys a message of speed, raw talent, and underground credibility essential to position Donguti and HMZX within a growing independent scene.

6IXTAPE Vol. 1 — Assembling a Cohesive Collective Identity
"6IXTAPE Vol. 1", released in 2024, marks the first collective project of 6AMRECORDS.The mixtape showcases a wide range of artists, with Donguti and HMZX among the front-runners, alongside others emerging in the French-speaking rap landscape.
Visual Analysis:
Multi-Portrait Layout: We developed a grid layout featuring six artist portraits, symbolizing both individuality and collective strength.
Color Treatment: A vibrant yet controlled color grading was applied to each portrait, enhancing personality without breaking the harmony of the overall artwork.
Brand Alignment: Consistency with the 6AMRECORDS visual codes — boldness, minimal distractions, urban authenticity.
This cover was designed to serve not just as an album artwork but as a brand statement:6AMRECORDS is a collective — not just a label, but a movement.