The Soul Brother label, who sell Soul and Jazz music, would like to create more interest and engage a “new generation of musician” under 21. They want to launch a campaign that will be online and advertised in the underground and around the city. The campaign has to feature a really eye catching design, something that will appeal to a younger demographic and generate lots of interest. The campaign will start in London during summer 2019.

My concept: My idea for the Soul Brother label was to design a concept that would easily connect with a new, younger generation of musicians. The concept had to make soul and jazz music ‘cool’ again, something that would encourage them to connect with the music and more importantly, share via social media to build brand recognition. The design had to be relatable, attractive, and intriguing.
Final result: I decided to researched the slang language that the younger generation use today and I familiarised myself with old famous names of soul and jazz to get a ‘feel’ for the music myself. I created the catchphrase that was then used for the posters, website and merchandise. To make the campaign stand out and be easily identifiable, I utilised only two colours to achieve the maximum contrast in the imagery, and I also used some patterns most closely associated with pop art to give more movement and buzz to the campaign.

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Graphic designer