Surly Jones:
Backstage All-Access Laminate Design
OVERVIEW
As a freelance Art Director and graphic designer, I was commissioned to design a unique backstage all-access laminate for a band. The client requested that the laminate resemble a vintage 1970s 8-track tape, specifically in the style of K-Tel's iconic album designs. The project involved creatively integrating the band’s logo, images of the band members, and humorous quotes from the band into a nostalgic, visually compelling design. The final product had to not only evoke the retro charm of the 70s but also fit within the standard size of a backstage laminate hang tag, while delivering print-ready files for production.
CHALLENGE
The primary challenge was to authentically capture the essence of a 1970s 8-track tape design, particularly the K-Tel style, which is characterized by its bold typography, vibrant color schemes, and dynamic compositions. I needed to educate myself on the distinct visual language of K-Tel designs and source suitable 8-track images for inspiration. Additionally, I had to creatively incorporate the band's branding elements and quotes into the design while ensuring it would resonate with both the band and their audience. The design also required a layered, weathered look to mimic the wear and tear typical of vintage items, all while adhering to the strict size constraints of a standard laminate hang tag.
SOLUTION
To begin, I conducted thorough research into 1970s 8-track tape designs, focusing on the K-Tel aesthetic. I gathered inspiration and references to understand the key visual elements that defined the era. Using Adobe Illustrator, I developed initial rough concepts that captured the retro vibe, incorporating the band's logo, images, and quotes in a manner reminiscent of the classic "greatest hits" album covers.
Once the concepts were approved, I moved into high-fidelity design, creating a detailed and textured look that included layers of aging, debris, and heavy wear. I treated the quotes from the band members as if they were song titles on a tracklist, integrating them into the design to enhance the nostalgic feel. The final design was meticulously crafted to balance the retro aesthetic with modern print production standards, ensuring it would translate well onto the laminate hang tags.
RESULTS
The final design successfully blended the band’s modern identity with a nostalgic 1970s aesthetic, resulting in a visually striking and memorable backstage pass. The intricate layering and weathering effects gave the laminate an authentic vintage feel, resonating with both the band and their audience. The attention to detail in mimicking the K-Tel style, combined with the careful integration of the band's elements, led to a product that exceeded client expectations. The design was praised for its creativity and authenticity, proving to be a standout piece in the band’s promotional materials.
MY ROLE
Art Director
Production Artist
TOOLS
Adobe Illustrator
Adobe Photoshop
TIMELINE
1 week
PROCESS
Discovery
Ideation
Lo-Fidelity Concept art
Hi-Fidelity Final Artwork
Hand-Off
