Over the past decade Discogs, a music archiving and shopping platform has aged poorly with a changing demographic of music enthusiasts. My goal was to update the brand's visual identity to appeal to a younger demographic of users. Inspired by identity systems of trendsetting fashion websites I wanted the site to be experimental enough to appeal to a creative audience while also maintaining its ease of use. Discogs purpose is to provide a space for musicians and their fans to celebrate music. To highlight this my identity system uses the brand's new logo as a framing device, putting the music first and communicating to users that the priority is always on the art.