Album Cover Design
Macy Gray's The Reset
Album Cover + Promo + Tour Admats2022-2023
Project Scope
Goal
The objective was to craft and execute a visual identity for Macy Gray's The Reset, for both the album cover design and booklet. We aimed to capture the essence of societal transformation in America, a reflection of the pandemic's impact. This project broadened to creating digital and print promotional materials, including eye-catching posters and dynamic social media graphics, to boost album and tour exposure.
In response to growing racial disparities, Gray embarked on a groundbreaking venture to redesign the American flag for broader inclusivity. Brian Thompson's redesign introduced two new stars for a more comprehensive state representation and a color scheme reflecting America's diversity. This flag, a symbol of unity and diversity, became a striking element of the album cover.
The album cover's visual theme was inspired by the Constitution, embodying justice and equality. The challenge of choosing a typeface that bridged historical significance with modern relevance was pivotal, underscoring our commitment to a design that resonates with the album's message and appeals to contemporary audiences.
Client: Macy Gray//Moonslice Records
Deliverables:
Creative Direction & Execution of Album Cover Design, Custom Graphics, Promotional Campaign, Tour Admat
Album Cover
Echoing the Constitution’s historical significance. This design journey entailed choosing a period-accurate typeface, but more modern, integrating parchment textures, and emulating the document’s classic layout. Aimed to embody unity, justice, and introspection, the design parallels the album’s narrative with the Constitution’s timeless principles.
The Constitution-themed design amplified the album’s appeal, enhancing engagement with Macy Gray’s themes on a deeper level.
Album Promotion:
Posters for "The Reset" & "Every Night"
The promotional campaign for Macy Gray’s single “Every Night” and the album “The Reset” showcases an exceptional collection of promotional materials, uniquely blending vintage propaganda art with classic aviation poster designs. This strategic artistic direction not only elevates the music marketing materials but also sets a distinctive visual narrative that complements the album’s themes of resilience and societal change.
Creative Direction and Visual Strategy:
Leveraging the compelling visual elements of early 20th-century propaganda and the adventurous essence of aviation aesthetics, these promotional posters are meticulously crafted to capture attention and stimulate engagement. Stylized illustrations, bold typography, and a vibrant color palette, this visual approach skillfully bridges historical inspiration with contemporary music promotion. The design process emphasized creating a memorable brand identity for “Every Night” and “The Reset,” effectively using graphic design to encapsulate the essence of Macy Gray’s musical journey.
Tour Designs
A comprehensive suite of promotional materials was strategically designed to capture the electric atmosphere of live performances, driving engagement and ticket sales through both digital and physical mediums. From visually striking admats for print to engaging tour graphics for social media content, each component was crafted to resonate with fans and concert-goers, embodying the spirit of live music.
Provided a unique set of customizable templates to each venue, enabling localized marketing efforts while maintaining a cohesive brand aesthetic across all tour locations. This approach allowed venues to tailor their promotional materials, ensuring relevance and maximizing impact within their specific markets.
More work:
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