All We Have is Now Branding a music label
The name – All We Have is Now – was strong, but open to interpretation. Will requested a rebellious, punk vibe. Numerous directions were explored during the research phase, but obvious connections to time and an organic / human attribute became a recurring theme.
I wanted to create a connection to the significance of now. Dali based references sent by the Will led to the idea of time slipping away and his classic melting clocks. Now to explore that human element.
Use of the human hand grasping the clock before time slipped away seemed to convey the overall sentiment required. Initial image research was not successful, none of the hands positions were quite right. So modelling my own hand for a quick mobile shot, provided the positional reference required to illustrate the grasping hand and complete the design.
For the typography we required something equally organic, raw, punk. Distortion to existing typefaces was explored, but they still felt a little too ordered. A new approach and strategy was required. To create a stronger personal connection to the client the final solution was found by developing the typography from Will's own hand writing. This created the perfect balance. The marque and logotype were subsequently tested and logo variations / lock-up compositions designed.
The next phase was to look at the photography, artwork designs and application of the marques for promotional marketing material. Once again, the options were endless and numerous design routes were explored. To maintain continuity, a distressed technique was agreed. This was achieved via overlaying the selected image for the design, with multiple stock shots of photocopied paper.
Like before, the final solution for the photography returned back to a true connection with Will. Shots from Detroit, his new second home and US base, provided the perfect backdrop. These demonstrated endeavours and times past. Locations ready for something new. Something now.
The final design solution was then applied across all marketing material and media including digital marketing, merchandise, web and animation. For digital promotions and social media animated brand idents were designed. These featured variations of the clock clock melting, running anti-clockwise, too fast, out of control before being stopped by the grasping hand.
- Brand Identity
- Art Direction
- Graphic Design
Press + awards
Our branding is on-point. I’ve worked with Superfried for years now and after working with many designers this team is still 100% the best.
Will Clarke . DJ . Producer
This branding design project was shortlisted for the branding award in the Creativepool Annual 2020 awards.