(School work)

We were tasked to create a series of possible album covers for La Roux's upcoming single; Strange Party Tricks.

Prior to this brief the one and only thing I know of La Roux is the song Bulletproof and her sense of style.

Without the movie Pitch Perfect, the song Bulletproof would have been less impactful and faceless. (Because I first heard it from the movie Pitch Perfect) Now that Im studying Elly, I realise how her work and personality reminds me of:

- Artists like Lauv, LANNY, King Princess

- Songs like Can't Get You out of My Head

- Movies and shows like Do revenge, San Junipero

I would describe her works to be: Futuristic, but vintage at the same time, fun and energising. They remind me of a the Retro Space art style, the ones with American pin up humans and semi-realistic graphics

Drawing inspiration from Glasgow, Movies, Hit songs. Found a must have piece here which is the Sportscar; De Tomaso Mangusta. Iconic.

Checking out textures and colours, what would La Roux want and need? Seeing that the brand has moved into graphic art from heavily edited real pictures, I thought about illustrating the entire project. It will add hints of mystery and fun and it allows viewers (new or old) to fill in their own imagination.

Viewing works from Behance so I can come up with my own right mix of balance. Here I realise most contemporary artworks uses secondary colours.

With that, I went straight to work with...

Primary Logo: I wanted this logo to really pop and say hi look at me Im fun and strong. The shapes and colours here should remind one of 'play'. This odd shaped logo is good for albums, social media and big prints likes posters and billboards.

Secondary Logo: Initially I wanted to just feature the X in the brand's name but it coincidentally looks like windows and was not informative enough so I went with a cleaner subtle look that can be easily used for merchandise tag, letterheads, edms.

Looking for ideas, I focused on the single; Strange Party Tricks, what did it mean? Growing up in Singapore there were not many parties to attend, mainly just birthday and big celebrations and they were usually for everyone (of different ages and interest). Parties with or for our friends are usually small so I had to dig about the differences between parties in the UK. How is it like for a regular adolescent (most of La Roux viewers are adolescents so I set that as my main Target Audience) and how are parties like for Elly a singer/ artist/ superstar?​​​​​​​

For this segment, I was heavily inspired by Taylor Swift's Midnights album. Consumers could choose which style they like the most or simply collect them all. Getting the full set, you get to unlock this big print that can come together as a wall clock.

In the same way, La Roux can adapt this marketing strategy because one of the effects of partying is you do not know why you make impulsive choices you cannot undo. These things are probably what you really want though, you just would not act of them when you are sober.

VITO-B the same album can be distributed in 3 different covers depending on which stage of song her TA like/ resonates with the most. Was it the prepping stage, partying stage, or when it is time to go home stage and why? Fans can come together/ discuss online/ in real life about which album they got, why and what surprise it came with.

This is a little like the mystery box faze that is going around. In Asia, people were introduce to this new source of fun with purchasing mystery boxes or items because it fulfils collectors, hoarders and surprise seeking people.