brief
The brief for this project was to create promotional materials for an event celebrating Reed’s remarkable work, featuring a special performance by Nils Frahm at MTelus in Montreal. The event would be promoted across social platforms, and the performance released as a collectible vinyl. After immersing myself in the album, I felt it was essential to highlight the meditative quality that unites each track—soothing both the mind and the soul. The initial concept connected breathwork with nature, as many of the tracks are inspired by natural sounds. The image of the tide came to mind—its cyclical motion mirroring the rhythm of breathing, rising and falling in an endless flow. Expanding on this idea, I explored various mediums, from mark-making to photography, to capture the album’s calming, meditative spirit.
solution
This approach led to a photographic style that uses flashes of light to evoke the essence of the ocean. The typography was crafted to reflect the movement of the tide, while the vinyl design featured a die-cut sleeve revealing a rotating label—creating a kinetic interaction with the user. Lou Reed’s name was printed in varnish, subtly honoring the creator behind the performance. The overall promotional content was designed to echo the album’s meditative influence, resonating deeply with the listener. This project taught me the power of kinetic design—how a single concept can evolve across multiple forms, showing that design is never fixed, but fluid, capable of transforming to express the same idea.
