WHITE PAPER:

DALES is the musical collaboration between Brian Logan Dales and Matthew Beckley. DALES was born in Detroit and raised in Los Angeles on a steady diet of Tom Cochrane’s Life is a Highway, equal parts open road and sun-faded nostalgia. Their sound is a throwback to when choruses were loud, hooks were honest, and songs felt like summer.

Working with DALES, we developed an identity system that paid tribute to a simpler time—when guitars ruled the airwaves, mixtapes told stories, and baseball on a warm July evening was the perfect soundtrack to growing up. The visual language reflects this spirit through bold typography, vintage textures, and a stark black-and-white palette—evoking photocopied flyers, worn-out vinyl sleeves, and late-night memories. It’s an identity that lives where memory meets melody, designed to feel familiar even on the first listen.