Lorenzo Feliciati is a frequently- flying, well-travelled music artist that has been exploring and mixing many different genres throughout all his long career, to the extent of creating his very own unique style that makes his music always recognisable.

First thing first, we need to translate the same distinctive feature of his sound into a visual dimension. Together with the branding comes the artist website and e-store.

The second part of the job involves the creation of a visual identity for his latest release, the Rumble EP trilogy, and the RUMBLE album release strategy and marketing campaign.

ARTIST BRANDING & WEBSITE

This is a story of a world-renowned and world-touring eclectic bass player, producer and recording artist.

The concept we want to convey with the his visual identity is the idea os of movement, flow, melting pot. And we want to combine it with a handcraft feeling of oriental flavour, as that’s a big influence in his personal path.

As for the naming, we decide to use his surname only – Feliciati – to give a more international touch to it, also reminiscing a long tradition of Italian maestros.

The LF monogram logo is designed in a Japanese brush calligraphy style. Inspired by ideograms in a handwritten fashion, the first letters of the artist’s name are completed by an accent-like graphic sign on the top left side, to recall the kanji radical meaning movement, road.

The color palette is inspired by the contrast between warm and smooth bass frequencies vs vibrant and eclectic rhythms and styles. Bright, groovy, silky, deep, buzzy, sparky, bold, round, dynamic.

Art Direction / Styling: 
1. Glitch effect and type art for eclectic-feeling artwork
2. Bass-centred shots that highlight the importance of the artist’s main instrument
3. Light effects playing around with light beams, double exposure, filters, contrast
4. Movement and street photography with a twist to emphasise the dynamic component of the experienced traveling musician.

RUMBLE ARTWORK & LAUNCH CAMPAIGN

We created a design that could express the rumbling feeling of the EP sound in all its aspects – from the main visual that is the abstraction of an elephant herd in glitched duotone effect, to the groovy distorted typography of the album name.

The EP artwork was design to work a a composition for the upcoming trilogy, by using the background image in a way that would work on its own and also create a bigger picture when the 3 releases are put together one next to the other. So far only the first 2 EPs have been released.

The same idea applies to album singles (with Moving Wow Big the first one) that use a blurred, blown-up detail of the same visual to convey the feeling of being a part of.