‘Archetype’ Album Covers
The indie-pop singer-songwriter, Emily Afton, needed a moody, ethereal art style for her 2016 single, Archetype.
Role
As lead designer on the project, I worked with photos provided by the client to create a series of design directions that evoked the smoky, almost esoteric sound of ‘Archetype’.
Strategy
With the lyrics of ‘Archetype’ focused on self-perception and the perception of others, my concept was inspired by the amorphous qualities of identity and the dissolution of the self that often comes with reflection after loss. I photographed and scanned various original textures, using smoke, liquid, dye and paint to begin distorting and modifying the portraits into ethereal wisps and shadows of a person whose identity is in the midst of forming and dissolving around them.