2AM-DM

In collaboration with Sony Music Norway, Studio Herrström has turned the raw emotions of late-night texting into a striking typographic expression. Inspired by the vulnerability of 2AM messages—unsent confessions, unfiltered thoughts, and the longing for connection—the design captures the intensity of love, hesitation, and human connection in its purest form. This bold visual language transforms fleeting digital moments into an artful exploration of emotion, making it especially resonant for Valentine’s Day.

At 2AM, the world quiets, and emotions surface unfiltered. It is both the night’s deepest hush and the moment when thoughts emerge raw and vulnerable. Texting at 2AM is an act of honesty—where love, longing, and unspoken emotions take shape in messages sent in search of connection. The Oslo-based artist duo 2AM-DM captures this fleeting moment and transforms it into a powerful artistic expression.

“Our music is from and for the heart. It’s heartcore.” — Aksel Krystad and Robin Howard, 2AM-DM

In collaboration with Sony Music Norway, Vienna-based Studio Herrström translated these scattered late-night emotions into a custom-made typography, creating a striking visual and conceptual representation of unfiltered feelings. For the design of the typography, a retrograde approach was chosen—one that starts not with letterforms, but with their negative space. This introspective act mirrors the vulnerability of a 2AM message, the moment of hesitation before pressing send. A square structure frames the design, representing a contained space for these emotions—like the confines of a message window, holding words we might never say out loud. The shapes within the typography subtly resemble hearts, reinforcing themes of love and the expression of feelings. The result is a typography that feels as intimate as a whispered confession of love unsent.

“We began by immersing the audience in culture and emotion—evoking a sense of familiarity and nostalgia through culturally significant objects that remind us of the homes and hearts of those we cherish.” — Julian Jakob, Studio Herrström

Just as love is deeply intertwined with memory and tradition, this design bridges emotion and cultural heritage by integrating intricate patterns inspired by traditional Norwegian craft—garments, textiles, and everyday objects—connecting personal expression with Scandinavian design traditions. This fusion of nostalgia, passion, and modernity makes the typography both intimate and distinct, evoking the universal familiarity of desire, unspoken love, and the courage to reach out—especially on Valentine’s Day.

“The Studio Herrström team came back with several options, listened to our feedback, delivered amazing work and was super friendly and fun to work with!” — Christin Malén Andreassen, Sony Music Norway