Everything Will Be Fine crafts an identity for a new record label dedicated to former inmates

It's being launched with the support of American music supremo Eric McLellan, former right-hand man to the legendary A&R mogul Seymour Stein whose signings include Talking Heads, The Smiths and Madonna.

Initially kicking off in Scotland, Everything Will Be Fine developed a brand identity and visual language that would "sit next to any major international record label". With the vinyl in the icon forming an initial C for 'Conviction', the whole look and feel become playful and memorable. This is balanced with a weighty authoritative extended sans serif. The colour palette and messaging, meanwhile, strikes a bold, measured tone with black and white being paired with bright orange – inspired by the US prison system uniforms – alongside softer lilac and brown shades.

The studio's founder and creative director, Kerr Vernon, says: "I'm a huge music fan and have played in bands most of my life. Working with labels and other like-minded creative people and organisations makes what I do for a living feel a lot less like work. When I'm deep into a project it really takes over things and I immerse myself in the project, always questioning is this as good as I can get it? what can I try to make it better?"