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The Task: A musical artist you love is rebranding, and they want you to art direct their new look. Design their new look, and include assets they can use for print, billboards, album covers and/or vinyl designs, and social pages (Instagram, FB, Twitter, Spotify/Apple Music/Soundcloud). In less than 300 words, explain your artist's new direction.
Description:
Ama….Who? That’s what you see upon opening up her bio on Spotify. Not much is known when looking up Ama Lou except she is an artist from North London who writes music alongside her sister. She has a sultry sound distinct singing voice that goes alongside her storytelling and relatable lyrics.
All of these themes I wanted to highlight in her Art Direction. Film Grain, Fleeting Moments, Fly on the Wall, Hand Written Notes, Documentarian are all phrases I’d use to describe the feeling I get from her music. So for her art direction I wanted the fans to feel like they’re getting to know her while still keeping her mystique.
For her new direction, the photography will use North London as its backdrop alongside candid snapshots of her environment. From the vinyl record player and notebook full of lyrics on the bedside on the back of the vinyl cover or a window of a hotel overlooking the London skyline. To match the unique texture that’s in Ama’s cadence when she sings, the photography will also incorporate a blurry canvas texture made with Illustrator’s effects panel. All to make fans feel as if they’re catching a glimpse of Ama’s life through a blurry camera lens.
To keep the DIY approach that Ama incorporates when making her music or her visuals. The typography will use a combination of a handwritten script and crayon-esque font. This is to heighten the personal and introspective writing style that Ama uses. In combination with the other visual motifs and copy from the lyrics to her songs, this will make fans feel as though they just got a personal handwritten note written and signed by Ava herself.