MATE is an underground shoegaze artist whose self-released work has been described as emotionally driven and thought provoking. Her lyrics juxtapose dark themes of abandonment and nostalgia with strong emotions of sexuality and power. She cites her aesthetic influences as 1980s goth bands, French New Wave cinema, and contemporary doom and dream pop. Lies on Fire, the latest studio album by MATE, features a collector’s edition box made especially for fans.
To reference the themes of empowerment and emotion present in Lies on Fire, the color red is used throughout the brand for its strong and provocative presence. Photography, shot with red-gel lighting, has a somber, yet passionate tone. The positioning of the MATE logo speaks of a disregard for order, but is grounded by circular elements. The Roslindale typeface was chosen for its strokes and terminals, which are reminiscent of Old English display fonts found in goth and metal culture. The title of the album references the end of deception and the rise of empowerment.
The art direction, front album cover, poster, and LP label were designed by Cynthia Abril. The back album cover, LP sleeve dieline, collector’s packaging dieline, and moving posters were designed by Forrest Huu Ta. Special thanks to Eduardo Trejo for photography and lighting and Eve Rios for being our model.
The collector’s edition of Lies on Fire is presented in a special box, designed with the unboxing experience in mind. The exterior is covered in a rich crimson suede with MATE’s logo laser engraved on the cover to keep the branding consistent while still symbolizing exclusivity. The sides of the packaging are implanted with magnets to secure the contents at closure. The set includes a limited edition clear red vinyl LP and a black leather bound book containing lyrics, poems, and photos shot and curated by MATE. The book also has MATE’s logo crudely screen printed on the cover to contrast the luxurious feel of the exterior shell.
ART DIRECTION & BRANDING
Forrest Huu Ta
Forrest Huu Ta
PHOTOGRAPHY & LIGHTING