Album cAMPAIGN Redesign
The goal of this redesign was to give a new look that would not only reflect the sound of this artist, but also attract new listeners to discover this artist.
Deliverables
Vinyl Album, Poster, Motion Visual, T-shirt merch, Album based merch, and UI/UX Layout
Focus
Redesign Identity, Brand Expression, Merchandise, Motion Design
Hasta la Raiz is a popular song in hispanic communities because of it's message. It's often paired with videos meant to empower, celebrate, or appreciating ones family and roots. The artist also spent 2 years in her hometown in Vera Cruz Mexico curating the sound of every song. The album cover named after this song currently doesn't reflect this feeling or the effort put into the songs that resonated with many.
The artist
Natalia Lafourcade is one of the most acclaimed musical artists, songwriters, singers, and producers of Mexico and Latin America. As a composer she has been recognized on various occasions by SACM and ASCAP. She has won 14 Latin Grammys, 2 Grammy Awards, Billboard award and 3 MTV Awards, among others.
Some keywords that helped me visualize what Natalia's music sounds like were:
Organic, Roots, Vibrant, and Culture.
Motion
For the motion design of this redesign, I animated the visual for the album in the version users would see on Apple Music.
Merch
I designed an exclusive jarrito, like the one's used for Cafe de Olla, with the emblem used on the cover. The exclusive shirt merchandise was designed to showcase her live performance of the album on the anniversary of it's release.
