Nostalgic Aesthetic Meets Modern Soundscapes

This warped identity for Pressure Systems was crafted with a vintage Xerox photocopier, its unique imperfections adding to the label's distinctive visual style. Similarly, They That Do's branding for their new record label leverages analogue techniques to capture the essence of underground club culture and warehouse raves. The resulting aesthetic is one of hazy, nostalgic charm.

For Vincent Howcutt, creative director at They That Do, the allure of old technology is undeniable. "The Xerox copier has always fascinated me," he reflects. "You don't really know what you'll get each time you press that copy button, especially when you're working with physical materials." This unpredictability lends itself perfectly to the label's mission, which seeks to evoke the same sense of sonic uncertainty found in underground music.

By embracing the quirks and variability of old machinery, They That Do has created a visual identity that feels distinctly modern – yet rooted in tradition. The contrast between old and new is striking, inviting listeners to immerse themselves in a world where sound and image are intertwined. As the label continues to grow, its commitment to this nostalgic aesthetic remains unwavering, promising an immersive listening experience for fans of underground music.

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