One Direction: Midnight Memories | Fluid
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Client

Project

One Direction

Deliverables

Creative Identity, Album and Singles Deluxe and Collectors Edition, Print and Outdoor Advertising Merchandise, Website

One Direction: Midnight Memories

A new global identity for boy band phenomenon 1D

Key Facts >

Overview

Music campaigns don’t get much bigger than this. One Direction’s 3rd album needed a marked shift in the boys’ branding. The imagery had to show the group as a collection of individuals growing up and becoming more involved in their creative output.

Our designs show a reserved, mature identity for the band. Using hand-drawn typeface, hand painting and low-fi styling, the finished artwork has a zine aesthetic. This helped facilitate an identity shift from highly polished boy band to five talented and credible artists.

Result

The best and fastest selling album of 2013, (despite being launched a month before the end of the year!) Good work boys!

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Standard edition album

Ultimate Edition

Ultimate edition album

The best and fastest selling album of 2013

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Countdown calendar website

 

three-albums

Singles

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Midnight Memories limited edition single