Paramore
ASK: Art direct a musical artist’s new look. Design their new look and multimedia executions.
With 2023’s Paramore, I’ve made digestible chunks of inedible rage. I’ve made the feel of Paramore match the new sound; that goal being the ability to listen to the harder parts of a life we’ve all grown into.
This Paramore is discontent, extroverted, and more matured, asking themselves the uncomfortable questions and yet still looking back and taking the risks their past selves couldn't comprehend. My rebrand represents the “plethora of ridiculous emotions, the rollercoaster of being alive in 2022” that the members speak on and have woven into their new music; loud yet matured.
ALBUM COVER
The colors are muted to represent a modern, yet aged and mature feel. As the concept of mushrooms as decomposers. They decay an organism and also integrate that organism into their ecosystem. A form of assimilation bursting from the exposed, vulnerable skull.
The album cover features a group of people in mundane, everyday scenario – ie work party drinks – two are seemingly unaware/ content with the unsettling world around them , symbolized by the absurd mushroom heads. Center figure is the screaming skull, almost showing the viewer an x-ray into their inner thoughts – a painful consciousness of the current global state of being. Screaming skeleton is also in the rebrand orange to represent the orange of Hayley’s hair.
ASSETS
The skeleton is always orange, to represent Hayley, as a symbol for the band. While Hayley is known for her vibrant, often orange, hair colors, the orange of the skeleton is more muted to also represent her – as a conduit for the band’s – lean into maturity and extrospection.
MERCH
CONCERT TIXS
Tickets feature retro design for Gen Z. Gen Z likes tangible and misses the nostalgia they never had – the days where each event left you with a memory AND a physical momentum.
SOCIALS
Just as the skeleton is a peer into the inner workings of the main “character”, the socials will behave that same way and highlight rebrand and album moments
EXECUTIONS
Hayley’s of Paramore Past - the museum installation outside of concert venues with the hallway of Hayley’s past hairstyles equipped with a gift store of the different wigs for fans to wear during the concert when they get inside
Execution will also feature a “Hayley’s of Paramore Past Instagram/Tiktok filter with all of her iconic hairstyles for virtual fans to use
Hayley is known for her crazy colors. So much so, she has her own hair-dye brand. This collab is true to who she is and true to the past of Paramore while welcoming the new rebrand.
Role: Art Director, Designer
Category: Art Direction