First, a little backstory
When a local rock group approached us for help designing their debut album artwork, we saw the opportunity to design an experience.
Until then, the band’s entire brand consisted of some cool riffs and a simple name: Shifter. They’d been writing music together for a little over two years already, and were finally looking to take the next step into the music business.
As Shifter began recording, we dove into the fabric of their being to get a deeper understanding of their message, style, and musical value.
Breathing life into Shifter
Over the course of several weeks, we worked closely with Shifter to develop a custom logotype intended to reflect their heavy and loose-cannon nature. The album artwork was inspired by their recording studio packed with weathered amps, torn leather couches, mismatched Tool posters and gleaming custom guitars.
Anyone peeking inside the real deals gets an added surprise. In order to best showcase the album, we paired its rough façade with dark wooden undertones in a short series of product shots, and crafted some clever copy to use across their web and social media presences.
Then, on the night of the CD release show, we managed to triple anticipated album sales by placing the merchandise table strategically.
Brand discovery & identity development
Product design & photography
SEO & organic marketing campaign management
The resulting experience
Stepping into the Shifter experience puts you face-to-face with a badass bearded Kevin Tyrell (bass) leering into your soul until he leaps across the stage to shred the next measure in front of Jonathan Falasco (drums, lead vocals) belting a chorus and beating the life out of his faithful kit, together building a rugged and steady road for Sam Forni (lead guitar) and his exquisite solos.
Powerful and raw, Shifter’s soulful lyrics tug at the heartstrings, and we strove to stay true to that voice in the identity we built together. Every piece of their brand is designed to remind you that these guys are constantly rolling the dice and will never be afraid of doing their time.