Business: Record label
Location: Toronto

The microcastle brand evolved over many years. After designing the original identity at the label's inception, I took over the album artwork a couple of years into its releases, working closely with label founder Mitch Alexander as the catalogue grew from digital releases to special edition vinyl.

microcastle became one of the most iconic and respected labels in the progressive house scene. It was a platform for Mitch to release music he loved and to champion artists he believed were among the best the industry had to offer.

Mitch and I would talk for hours every time. We would talk about the industry and emerging artists, the golden age of electronic music, our shared time at Release Records, art and design, and about the world in general, from politics to ecology. We had a very special relationship and one I will always cherish.

Tragically, in the summer of 2025, within a year of what Mitch had said would be the final release, he passed away.

Clients are not just clients, even when they were friends first. They are family. Jellyfunk exists to help people achieve and exceed their vision, and their success has always been our success.

RIP Mitch. Thank you.

Always, Adam

Business: Television Network
Location: Canada

From 2006 to 2012 we designed sets for the majority of MTV Canada's programming, including The Hills After Show and all associated After Shows, 1G5G, a Brandon Flowers (The Killers) concert, Cocktales, and Sheena's Jersey Shore Pre Show. In early 2008 we gave the network's daily show, MTV Live, a full set redesign.

Business: Television Network
Location: Toronto

When Space Channel asks you to design a set for an entertainment, sci-fi, technology, and current affairs show, there is only one possible answer.

So, after a phone brief of the project I was off, and walked into our first meeting and placed a small maquette on the table of the cafeteria in Toronto’s iconic Muchmusic/CityTV building at 299 Queen St W. The Exec Producer & Project Manager looked at me like I was completely insane, in the best possible way.

I got to geek out talking about the design that drew from many places: a section of a wall from a scene in The Empire Strikes Back; the use of reflection and a building tile from Blade Runner; and for those who paid attention, the small triangular detail in the bottom right corner of the set, powering it all could only be one thing… the Flux Capacitor. I also collaborated closely with Ken Lashley, illustrator for Marvel and DC Comics across titles including Spiderman, X-Men, and Silver Surfer to create a comic book cover look the The Circuit.

Battlestar Galactica Series Finale

BSG was a defining show in the sci-fi world, and when it came to an end, Space Channel hosted a live after show where fans could watch the finale together and dissect every moment of it afterward. We built the set to put fans inside that world for one last night.

It was, as it should have been, like prom night.

Business: Multi-Point Brand
Location: London

A decade-long collaboration with the multi-talented Pārvatī, musician, author, yogini, and environmental activist, developing her many brands and concepts across a vast range of touchpoints. From identities, album artwork, magazines, and books to websites, music videos, social media, and presentations, it has been a wide-ranging and deeply rewarding body of work.

At the heart of the Pārvatī brand is environmental activism. Every product and platform, music, words, and wellness, points toward supporting initiatives that protect the planet.

Our work has extended across the entire Parvati Consortium. We have developed identities for ecological nonprofit Parvati Foundation, humanitarian nonprofit Gift the World, and production company Kupid's Play, all in service of MAPS: the Marine Arctic Peace Sanctuary. We work on numerous initiatives, including music videos, book covers, and album artwork. Unfortunately, we cannot share work that has not been released, so imagery will be added when appropriate.

Among it all, designing the identity for MAPS stands as one of our most significant undertakings and true legacies as it will become the largest protected area in human history.

We have been proud pro bono partners of the Consortium since 2016. Please visit Parvati.org to sign the MAPS petition.

Here’s just a small selection of logos from the years.

Here is a selection of album artwork from electronic to indie rock artists.

Ah, love the poster. Here is a collection of posters – from gig posters to re-designed classic concert posters, 80s movies & indie flicks.

Some images have a little info so click on an image to view it larger in a lightbox. 

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