Visual branding pitch for a techno record label whose existing branding was attractive, but noticeably derivative of iconic contemporary music label ECM. This pitch thus suggested a more technological, pared-down and futuristic update. The submission was presented as a mood portfolio of aesthetic cues and environments. Associatively, these were chosen to relate to techno music, its production and reception and to create a surrounding visual framework around which the brand could place itself conceptually. By the help of chapters like ‘texture’, ‘people’ or ‘nature’ these worked as a stylistic and emotional reference guide. Also suggested was an alternative logo version, as well as some possible design treatments for vinyl sleeve covers.