Mind Palace Music
Vinyl Campaign
Hyperfolk-indie duo “@” released the Mind Palace Music album in 2021 during pandemic times, recording most of its contents over a distance through voice memos. This quirky album tracks themes of relationships, lost time, sentiment born at a distance, and the intricacies of finding connection in the digital age.
vinyl campaign brand identityalbum visuals + illustrationsmerchandisingmotion desigN
Main Objective
For a piece so tenderly written + played almost as if the band was in your living room, the visual identity of the album should match that sense of human intimacy + storytelling. Interacting with the marketing materials for this album should feel like just as special of an experience as listening to the music is, so the vinyl package is filled with little goodies for the listener to discover – from bespoke stationery sets to micro-illustrations about the songs.
Project Challenge
With the campaign strategy reaching across several different channels in addition to being mostly hand-illustrated, there was opportunity to fine-tune the visual style in a manner that made the whole project look cohesive. Managing color, illustrative style, typography + motion design mindfully so as not to pull the brand identity apart too much was a key focus on this project. The final result was intended to feel hand-made, by a computer in love.
