One Direction: Midnight Memories
A new global identity for boy band phenomenon 1D
Key Facts >
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.
The best and fastest selling album of 2013, (despite being launched a month before the end of the year!) Good work boys!