Our third project this year, called "Streetwise", was about designing a cover for a band or an artist. Two additional products to promote the music and the band was also to be presented. The band and the album/single was our own choice to make, and also the target group of customers. To guide us through this project, the school had hired in Carl Gürgens and Henrik Fjeldberg from the graphics design and art direction company,
Your friends. Thanks for great inspiration and a fun project guys!
Lately my mind have been occupied with thoughts on the traditional and the modern. Tradition has always been an important part of my life, for better and worse. Norwegian traditional patterns and techniques are often inspirational sources for my work and thoughts, and one of my favorite bands,
Valkyrien Allstars, is fitting right into this picture. The Oslo-based Hardanger Fiddle trio has sold a lot of albums in Norway, managing to renew traditional Norwegian folk music and create a wide and diversified group of fans.
For this project I chose to make an international debut album. The trio have successfully toured the Nordic countries, Germany, England and the Netherlands, China and Japan to mention some. Making the target group international, I felt more free to use Norwegian traditional patterns without it seeming to cliché. My aim was to combine the traditional Norwegian and the urban modern city, reflecting the musics modern and traditional vibes.
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Front |
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Back |
The process
I started up brainstorming the concepts of tradition and urban/modern, including techniques and visual effects and patterns. Being a design and not an art project, I had to keep in mind the customer and not only my own preferences. It started up as a collage-like cover, and I collected ideas and inspiration on internett, old clothes and by taking pictures in the city. The sketches quickly got filled up with ideas, but a sit-down with Carl Gürgens made me able to clean up and work with two different approaches, one minimalistic and one maximalistic. I pretty soon decided to go for the minimalistic style, both due to own preferences, but also to emphasize the two main elements of tradition and urbanity.
The final design is put together by four elements;
The city
This is probably a known element of mine for those of you who have followed me in my earlier work. In this piece I decided to simplify as much as possible to keep the minimalistic touch on the cover.
Rose-painting (traditional Norwegian pattern)
The rose painting I have borrowed from the
Folk art life page, and is made by Bernetta Pritchard, as I did not have the time and the skills to make it myself on this stage. The choice of the Telemark rose-painting pattern is very special for me, as my family is from Telemark, and lots of my folk music and traditions arise out of this place.
Valkyrien logo
The Valkyrien part of the logo is made from the sign on the door of the pub/restaurant where the band got it's name. In this restaurant, located in Majorstua in Oslo, the band played a lot in their early days, being right around the corner both of the collective where the band members lived, and also the Norwegian Academy of Music where the band members studied.
Font
The font American Typewriter ended up as my choice for the "allstar" part of the logo, and for the list of songs on the back. I personally like this monospace font very good, and feel that this font emphasizes the minimalistic expression in the cover, having something nostalgic over it, but at the same time with an urban feeling in its simplicity.
Promotion products
When choosing the additional products to design, I wanted to design one modern and one traditional product. The suspenders brings out the traditional Norwegian, and the international and urban cover for iPhone represents the modern. It was important for me to get the two additional products clearly connected with each other and the cover. The same elements are therefor used for all three products.