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MISSION BAY Digital Agency for 6AM RECORD

  • Writer: GABRIEL BRUNET
    GABRIEL BRUNET
  • Apr 28
  • 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.

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