Lone Pine Records is a Boston-based country music record label specializing in all of the sub genres of country music. The goal of this label is to emphasize the diversity of the genre, while attracting new audiences outside its traditional Southern roots.
The rise of social media has fundamentally transformed how we consume music and define artists. Traditional genre boundaries are becoming increasingly fluid, allowing for greater creative freedom and broader audience reach. In country music, this shift has led to the emergence of diverse subgenres that are attracting non-traditional listeners. Artists from outside the American South are gaining recognition, challenging the long-held regional identity of the genre. Although country music originated simultaneously in New England and Southern Appalachia, today it is more evident than ever that the genre has evolved into an inclusive space—one that resonates with listeners and artists from all backgrounds.
On top of branding the label, I created personas of artists/bands that capture the essence of Lone Pine. Thus, I developed identities for these personas, including album covers, tour posters, and merchandise.
Overall, there was a lot of heart and soul that was put into this body of work. Lone Pine Records gave me the opportunity to make connections in the music industry, experience art directing photo shoots, and allowed me to touch every part of graphic design that I love.
Behind the Branding
The branding for Lone Pine aims to combine the traditional Western aesthetic with contemporary influence. The goal was to create a bold, unique, and not fit into a record label cookie cutter. Though the audience for this label is on the niche end, that doesn't mean it cannot have the same energy as
Initial Sketching
Process to Final Logos
Brand Book
Photoshoot Art Direction
I had the privilege of working with local artists for this project, and the highlight by far was my shoot with Buffalo-based country artist, Noah Koningisor. With the help of Travis LaCoss and Alex Ye Htet, we were able to capture some incredible shots that were used on some album covers and Lone Pine's website.
Album Covers
Album covers are more than packaging; they’re an extension of each artist’s voice and the label’s visual identity. I approached each cover with a focus on storytelling, texture, and mood, using a mix of photography, type, and color for each to reflect the artist's personas.
Exhibitions
In Spring 2025, I was able to showcase this project at RIT's University Gallery and talk to industry professionals about the branding process. The following week, I got to do it all again at Imagine RIT's Creativity and Innovation Festival. These opportunities gave me incredible insights and allowed me to make thoughtful connections with the Rochester community while celebrating this year-long pursuit.
