For many popular musicians, songwriting and composing is a form of
storytelling—an artistic process inspired by different people,
memories, influences, and emotions.
But how did they get there?
Off The Record invites popular, talented artists into small
intimate venues, creating an environment where they can share
their musical journeys with their fans.
The Visual Identity.
OTR is built on suspense and grand moments, maintaining the sense
of keeping it “off the record.” The visual direction was centred
on the unique spirit of each renowned artist, and inspired by the
underground environment. Neon lights, soft glows, and rhythmic
patterns create an elevated and suspenseful feel.
The Posters.
Since the autobiographical concerts take place in small intimate
venues, the fans need to feel a sense of connection and
authenticity. Emphasizing the artist's eyes allow that feeling to
be replicated through the posters and promotional material.
The Logo.
The identity for Off The Record resonates best with a loose and
chaotic logo, to represent the raw and unfiltered essence of music
played at the events. As an additional touch, a little record lp
is used as the period.
The Social Campaign.
To provide greater engagement, digital media puzzles can be found
on OTR social media accounts or as hidden stickers around the
hosting city. Decoding distorted songs allow fans to connect to
the music whilst influencing a sense of intrigue.
Answering songs correctly, allows you to collect pieces. Gamifying
the process of revealing the artist is to bring together fans on
social media and gain hype around the event itself.
OTR is built on suspense and grand moments, maintaining the sense
of keeping it “off the record.” Implementing these notions before
and during the artist reveal makes each fan feel significant
during the process.
The First Concept.
This direction was centred on the unique spirit of each renowned
artist, focusing on the excitement and hype of the concert.
Visually, the posters are very loud, taking away from the more
sentimental moments of the event.
