Lost Property Studio recently partnered with composer, artist, and producer Matthew Wilcock, alongside leading artist management company TRIBE Management, to develop the brand identity for Super Generic – a new London-based, artist-led record label.

Built around the idea of ‘making the generic, super’, the visual identity explores the tension between classical design principles and contemporary expression. A restrained monochrome palette is punctuated by moments of electric blue, while a reimagined use of Times New Roman and custom ligatures transforms the familiar into something distinctive and intentional.

At the heart of the system is the Blue Brick: a modular graphic device evolved into an expressive, living icon. The result is a flexible, generative brand identity designed to scale across releases and platforms, celebrating long-form creativity, human emotion, and music as art.