This is a company rebranding and responsive web development project I executed for the Denver based brick and mortar record store, Wax Trax Records. Located in downtown Denver, Wax Trax Records was founded in 1978, where it has been a mainstay in the Denver underground music scene for over forty years. While Wax Trax has found success for a sustained amount of time, they have done so with little to no recognizable brand identity. For this reason, I decided to explore different design solutions to help facilitate their continued success in a changing commercial environment.  For my redesign, I pulled inspiration for the branding and website from the train and railway systems that span toward the outskirts of the city. I believe this imagery bridges the deep roots of their past and connects it to the future. I used the ‘X’ letterform as the basis for their logomark as I believe it speaks concurrently to the characters found within their wordmark, as well as the iconography seen in the signage that populates our railroad and highway systems. I chose orange as the featured color of their brand identity for these reasons, along with it also symbolizing creativity, youthfulness, and change–qualities I believe to be synonymous with their brand.