BYLUG / Payroll Giovanni

DETROIT / 2017

BYLUG / Payroll Giovanni

Official BYLUG identity, Payface album artwork, and merchandise graphics created for Payroll Giovanni and BYLUG.

Designer: Steven Dawson
Role: Official identity, Payface artwork & merchandise graphics
Year: 2017
Medium: Identity / Music / Apparel

Diamond-pattern chrome BYLUG lettering on a black background — BYLUG / chrome lettering

01 / IDENTITY

A name with a visual presence.

I created the official BYLUG logo and merchandise graphics for Payroll Giovanni and BYLUG. The identity brought together bold lettering and metallic finishes for printed artwork and apparel.

Silver framed BYLUG lettering on a white background — BYLUG identity / framed silver lettering

Archival story image showing BYLUG-branded physical music pieces — Archival documentation of the identity in use.

02 / PAYFACE

From release artwork to merchandise.

For Payface, I created the album-cover artwork and merchandise graphics. The apparel combined portrait imagery, layered lettering, and metallic details in compositions designed for the garment.

My contribution here is the identity, album artwork, and apparel graphics. Jewelry, photography, and other imagery are shown as project context, not attributed to my design work.

Front and back Payface merchandise shirt presentation — Payface merchandise, front and back.

Collage-style Payface apparel graphic with portraits, layered lettering, and metallic details — Detail of the Payface apparel graphic.

03 / IN CIRCULATION

The work beyond the artwork.

The project extended into released music artwork and commercial merchandise. These archival images document the identity on garments and in the artist’s public-facing material.

Person wearing a black shirt with a large chrome BYLUG graphic — BYLUG graphic on apparel.

Social story screenshot showing the BYLUG graphic on a white shirt — BYLUG graphic on apparel.

Archival photograph of people wearing BYLUG-branded apparel — Identity and apparel in use.

Archival social image showing BYLUG apparel and a matching pendant — Archival merchandise post.

About

DETROIT / CREATIVE WORK SINCE 2013

Steven Dawson

Creative Technologist & Founder

I bring creative direction and practical execution to brands and digital products.

My work spans artist identities, released merchandise, live experiences, websites, and software. I help shape the idea, design the experience, and carry the work through to release.

I began in Detroit’s creative community, founding Westhouse and working across artist management, artwork, merchandise, promotion, and live shows. That experience grew into apparel, graphics, independent brands, and digital products.

Through Skylab Creative Group, I design and build websites, systems, and software. My work connects visual identity with the practical details of how an experience works, from the first interaction to the processes behind it.

Some projects call for an independent builder; others call for close collaboration. I’ve founded and operated my own brands, developed commissioned work, and contributed production artwork under another creative’s direction.

Selected projects

The selected projects below come from the same seven-project archive and show different ways that practice takes shape.

Ask PatriciaWebsite, guided accident intake, and CRM handoff.Design, development & systems.SwiftReview ProAn independently built review-response product, taken from idea through design, development, and launch.Founder & builder.WavyNavy / Babyface RaySelf-initiated apparel concepts developed into released merchandise sold online and on tour.Creative direction & apparel graphics.

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