About the project
Ed Poole is one of the best people to collaborate with, and he was there from the start of Doing Life Records all the way to the end.
We worked on two full-length records, a number of singles and EPs, culminating in his second record, The Moments We Aim For.
We both agreed that we wanted to go big for this one, and what better way than pressing the record to vinyl.
The Moments We Aim For was released on limited edition pink marble 12” vinyl, with only 100 copies made.
Visuals
The Process
Ed and I collaborate throughout the process, including at the recording stage. I always offer my advice and thoughts on tracks, mixes etc. and even at this stage we were discussing the creative direction, artwork, and messages of the record.
When it came to the sleeve design, I asked Ed to come with a moodboard filled with examples of existing album artworks that came to mind with his record, and we sat down to work out how he wanted to represent the message of the record.
Through this work, the front cover started to come together alongside a consistent visual narrative and message that would be present throughout the release, specifically the colliding buildings, the pastel colour palette, the flowers etc. This would be used for the first single artwork, other social media assets for things like playlists and album launch posters.
Once we had the visual identity and direction for the record, it was a case of putting it together to the final product. Some decisions included paying extra for pink marble vinyl as it matched the visual message, printing choices for the sleeve etc.
The record was then released by Doing Life Records, and I led on the marketing plan for the release.
In the end, all of this work not only gave us a beautiful, high quality physical record, but gave us the assets to build into a coherent, consistent digital campaign and music videos to support the release.
How it went
On a professional basis, this is still my proudest achievement. It was also the moment that made me decide to finally move forward professionally in graphic design and as a creative.
For both Ed and I, when the final record landed we knew we’d achieved exactly what we set out to do. It all came together perfectly, and at every show Ed plays it always grabs people’s attention on the merch stand.
We set a modest target of 10-15 for pre-orders, which was comfortably met. Within 9 months, we had sold 35 of the records, well above our original aims.