12twelve
Case

ECHOES AND CURRENTS – Logo and Album Cover Design

Had the privilege to work with 12Twelves new graphic identity and album cover. The logo is inspired by his music and values. It was handdrawn and then digitalised. The album is a representation of his idea behind this album - celebrating the passed, present and future. 
As part of the work on 12Twelve’s new graphic identity, I got inspired to create some moving images, which eventually led to the idea for a promo video. It was an intense process – just one week from creating the concept to actual filming, followed by a deep dive into the editing. I wanted this video to be a true celebration of Hiphop: the beats, the dancing, and the unique energy that has been changing lives all over the world.
I’m so tired of hearing politicians and people in society negatively criticize this culture and its elements, when it actually represents the complete opposite: peace, love, unity, and having fun – from the past to the present. Hip-hop is a living, breathing force that has empowered countless voices, turned struggle into art, and brought communities together. It's about expression, creativity, and finding strength in the rhythm, the words, and the beat. It’s a culture that celebrates individuality while building a collective spirit. 
The film also reflects 12Twelve’s vision behind Echoes and Currents and, of course, the music itself. The album blends ancestral influences with futuristic synth sounds, creating a contrast between the past, present, and future. It carries a raw, human rhythm that’s rebellious and out of the box, mixing spacey, mechanical elements with deep, heavy beats. 12Twelve’s vision is to inspire self-expression while telling a story that bridges the old and the new.

Idea, Director and Edit - Me 
D.O.P - Patrik Rydmark 
Dancers - Kevin "12Twelve” Wedin, Amanda ”Baya” Rodriguez, Gauthier ”GroovyGuccii" Mabambu, Ludvig "Switch Rock" Karlsson, Rebecca ”Rebobo" Livaniou, Louie ”Louielooselegs” Indriana, Tove Rådmark, Tyronne ”Krafty/Mr.April” April and Carl Selvén