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The Brand Union resonates with Jeremy de Tolly and Piano Nocturnes

Jeremy de Tolly (perhaps better known as the frontman for The Dirty Skirts) has recently released his first solo album with nothing but a Bosendorfer grand piano, aptly named Piano Nocturnes. The album is something that cannot quite be categorised as the sound is completely unique and serves the purpose of expressing emotions that have no name. The music is slow, gentle ambient piano music - very atmospheric. The album is becoming a great success, even being reviewed and complemented by The Rolling Stone magazine.
To make this masterpiece complete, Jeremy asked The Brand Union to design the visual language for his album. The brief was to create artwork that suited the music. The need was to create something that is as 'abstract' as the music itself.

Jeremy was looking for something that fitted both his personal brand, as well as the sound of the album. Also, since this was Piano Nocturnes Volume One, the art direction needed to be able to work across a series of albums - to create a consistent design language for the Piano Nocturnes series.

The Brand Union went into a process of exploring the music, Jeremy de Tolly's brand and the purpose behind it. We always challenge ourselves to find a brand's purpose and make sure this purpose is communicated through all the brand touch points. We needed to find the visual embodiment of Jeremy as a brand as well as the embodiment of his music.

The team explored the music and various art directions together with Jeremy. A plethora of very different executions were presented throughout the search for the perfect resonation with the album, until we finally found "The One". The process of going through all the various art directions served the purpose, not only of finding a visual identity for Jeremy's album, but also in deepening Jeremy's understanding of what he was wanting to communicate through his music.

The final result is best described in Jeremy's own words. He says, "I love the album artwork. I think it coheres beautifully with the music. I find it immediately identifiable despite being very subtle and abstract. I think the artwork is a great piece of work. I am very grateful that [The Brand Union] took this project on. They did an exceptional job. Essentially the process of working with [The Brand Union] really helped me identify what I wanted to say from a visual perspective."

The Brand Union is a global brand design agency. Making sure a brand's purpose is brought to life in a meaningful manner through all touch points, is our business.

6 Jun 2012 10:09

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