relient K
CH.2
CH.1
Air for Free
Album & Tour
INTRØDUCTION
When Airheads prepared to launch two of their most dynamic new products—Xtremes Sourfuls and Airheads Gum—the challenge was to translate that signature tangy, playful brand DNA into cohesive, thumb-stopping social media content.
THE MISSIøN
The mission was to concept and create the social media campaigns for a flawless launch across Airheads Instagram, Facebook & Twitter, as well as the Airheads website & blog. Brinson McGowan, Creative Director at The Identity Crisis Co. helped develop the visual style, photographing then illustrating the execution of the launch campaigns.
Empty House.
One of the initial concepts for the album art was to feature the cabin outside Nashville, Tennessee where the record was first written and recorded. At this point in time, “Empty House” was intended to be the title track of the album.
Cøncept 01
Empty House
Exterior Alt.
We photographed both the interior and exterior of the cabin and designed a few simple covers complimented with minimal geometric patterns to capture the simplicity of the new record.
COncept 02
Concept 03
Elephant Parade.
We also explored a more fun, hand-drawn illustrative direction in the air of other Relient K album covers that featured visual elements from each of the songs on the record and really captured the care-free playful sound of the album.
A I R F O R F R E E
The Final Album
Cover Design
Eventually, we decided to keep it simple. The album would feature large, colorful photos of Matt & Matt by the incredible Josh Ness, along with Relient K's signature visual element: three circles in the primary colors – red, blue and yellow. Design was kept to a minimum to allow the photos to pop and the vinyl was pressed on a beautiful, white disc bringing the simple, minimal design full circle.
The Team
Creative Direction | Design | Illustration | Photography – Brinson McGowan
Creative Direction | Music – Matt Hoopes & Matt Thiessen
Art Direction | Design – Jake Germany
Photography – Josh Ness
Chapter 2 | The TOur
Looking for America
Featuring Switchfoot
Setting the Stage. Literally.
After the release of Air for Free, Relient k joined Switchfoot for a cross-country tour of the US.
We collaborated with the band on the full set design based on the cabin the album was filmed in and also got to join the band for a few shows to take photos on the tour.
THe Full Stage
THe Backdrop
Tour Photos
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Don’t forget
The Merch !
We even designed a few pieces of merch based off the most popular set design piece : DERMIKE – the White Buffalo.
