ChopNotSlop, aka Chopped Not Slopped, started as an homage to DJ Screw, and has been “Keeping DJ Screw alive since 2001.”
New to turntablism?
Created by OG Ron C, the co-founder of Swishahouse Records, ChopNotSlop refers to a subgenre of American turntablism that emerged from another subgenre of hip-hop called Chopped and Screwed, except it’s characterized by a pitch that’s been lowered about three times. Our challenge was to redesign their website while establishing a new brand identity, and we began by designing a new logo and choosing a new color palette.
The client wanted to retain the purple color used in their previous website, so we decided to amp it up with a monochrome, minimalist style that complemented the main color and showcased the unique style of the genre to create a design that was more appealing to the eye. The logo was designed in a circular shape using brushstrokes to emulate a DJ’s scratching movement on vinyl, and was also used to represent their clothing brand, “OCRONC and the CHOPSTARS.” Once we were satisfied with the improved design and layout of the website, we upgraded the home page by adding music, videos, social media integration, and an online store.