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Taylor Swift : RED
ART DIRECTION, PACKAGING DESIGN, ANIMATION & MERCHANDISE
We were thrilled, once again, to be asked by Big Machine Records and 13 Management to design Taylor Swift’s 4th studio album release, “RED.” We knew with the release, we needed to craft an overarching RED brand that would extend beyond just the album to supporting merchandise and tour materials/experience. Taylor was interested in a look that would evoke the abundance of emotions, stories, and visuals associated with the color red; as the songs do. We were able to create an exciting and memorable style that is consistent and refreshing across multiple formats – packaging design, animated tv spots and merchandise.
RED
The RED campaign kicked off with the design for the record breaking single release "We Are Never Ever Getting Back Together." The album release included a standard package, an exclusive Target deluxe package, a Costco version, a Walmart Zinepak and a Starbucks version. Taylor wanted a more refined and modern design style to complement the fresh sound of her music on RED. The end result of the full length’s artwork was something that captured RED’s spectrum of emotions from carefree to tragedy to heartbreak to passionate red. Photographer: Sarah Barlow, Stylist: Joseph Cassell
RED ZINEPAK
The Walmart exclusive Zinepak for Taylor Swift's RED release, includes the audio CD, guitar picks, an exclusive poster and a 96-page feature 'zine comprised of RED lyrics, her biography, even more photos, facts and awards, personal historical photography, tour summaries, and her Twitter and Instagram feeds.
RED PRODUCT SPOT
We also developed 30-second TV spots that included animation design, end tags and transitions, produced with Anthem Pictures, for Big Machine Records to market the album and create customer awareness.
RED PHOTO BOOK
13 Management asked us to create a coffee table collector's book for Taylor Swift. The oversized, case-bound, image-wrapped hardcover book is 72 pages of never before seen photos of Taylor by Sarah Barlow. The organization, prioritization, post production work and graphic design of 100+ photographs was a labor of love. The shots were set into "scenes" according to Taylor's wardrobe or the mood and paired with lyrics pulls to give off an "art book" vibe. With styled magnification, subtle line work, opaque type treatments, cropping and color treatments, this book flows smoothly from the first page to the last. Taylor Swift's RED Photo Book can be purchased HERE. Your coffee table will thank you. // READ THE BLOG POST ABOUT THE FULL PRODUCTION HERE
RED CALENDAR 2013-2014
Our next project for the RED campaign was an 18 month calendar featuring both beauty shots, taken by Sarah Barlow, from the Fashion book as well as some the first ever live shots of RED, taken by Christie Goodwin and Ash Newell. The calendar includes full bleed image collages for each month, a double-sided removable poster and unique month tracker to define the months of 2013 from 2014 and vice versa. The 18 month calendar can be purchased HERE. To see more images from this project, click here.
THE RED TOUR BOOK
13 Management contacted us once more to compile The RED Tour Book using freshly-taken live shots from Christie Goodwin and Getty images. The cover uses both a red matte foil treatment and emboss detail in conjunction with a 2-panel gate fold. The core of the book features full-bleed photographs from key moments in the concert and the incredible details that make The RED Tour one for the books. To purchase the book, please visit this LINK.
RED MERCHANDISE
In addition to the packaging design for the release of RED, Taylor's team asked us to develop merchandise that would be brand consistent, for sale worldwide in Taylor's online store, as well as at Walgreens retail stores. Our creative team had a lot of fun extending the look of RED through these shirt designs. The additional Taylor Swift RED merchandise design was brand consistent, for sale worldwide in Taylor's online store, as well as in Walgreens retail stores. It includes pillows, a quilt, tote bags and beach towels.