Together with my brother, I developed a collaborative visual conception and delegation for the branding and appearance for the second solo album Kohti Unelmii (“Towards dreams”) of Finnish rap legend Särre on behalf Sony Music Entertainment Finland. The album features artists like Jada Kingdom, Marko Haavisto, Gracias, Kari Tapiiri, JVG, Juno, and DXXXA D.
The first inspiration for the aesthetic of typefaces started by studying the cover arts in record stores all over Helsinki, from Finnish folk to classic funk and rap vinyls. The album is described as a crossover of hip hop and funk with the rhythmic influence of dancehall, which you can hear on the first single “Bööna”.
The second inspiration for the cartoonish look was found in the color selection of the Finnish TV series Moomins. Every character has a sort of color palette that creates a corporate look of all covers. With the highlights in Gretoon and the drop shadow in Gimbo, the typography takes on a very distinctive 3D cartoon look. Based on the logo and the information about the characteristics of the artist, Florian Schröpel created the perfect character that represents the title of the album, the love for basketball, and a father of two kids in form of a cloud who is probably the closest to dreams like the boy of the Dream Works logo. The main graphic design was done by me, his brother Julian: I put all the elements together and took the photos of the press and album images.
The album will be released on October 8th, 2021 by Sony Music Finland.