Client // Chozen
Professional And Established Image
Chozen Official’s original logo used incredibly thin, line drawn text, which meant it did not work well when reduced in size, and did not provide the professional and established image that Chozen required in order to really make a stamp upon the music industry.
We aimed to create a strong, legible and polished brand that would represent Chozen’s style and genre, in order to raise his profile within the independent music sector.Back to top
Cultural Considerations And Design Aesthetics
When developing concepts for Chozen Official’s original logo design, we began by considering different symbols for ‘Chosen One’ across various cultures and found two distinctly different aesthetics.
Initially, we used the Chinese symbol for ‘chosen one’, across two concepts; one used solely with the Chozen logo, the second was combined with an aligned moon and sun to depict the idea of destiny and fate.
Our second design direction was based around the idea of a target, capture or focus to give the feeling of both selection and scrutiny, which we felt would work well due to the controversial subject matter within Chozen’s lyrics and musical output.
Our concepts ulitised simple, strong, and linear fonts, for extra legibility as well as a contemporary feel.Back to top
Uppercase, Single-Colour, Textured Concept
When selecting the logo, the client felt that if they were to use a symbol, they would prefer to do so within the text body. Due to the planetary symbol’s diameter, it was unable to be included as part of the text.
Therefore, the client opted for the uppercase, single colour, textured ‘target’ concept as the most appropriate for his brand.
However, the planetary symbol is now often used, discreetly, within much of Chozen’s artwork.Back to top
Smooth Transitions And High Resolution Display
As an independent music artist, Chozen Official required a website that was dynamic and exciting, with smooth transitions, the ability to display video and images in a full screen, high resolution format and simple navigation.
In this case, SEO was not essential, as the website would be found through direct searches of the brand name. The client requested that focus be placed onto high resolution imagery, which is why we opted to use Flash for the creation of Chozen’s website. An additional HTML mobile site would also be created to ensure that Chozen did not lose out on traffic from iPhone / iPad users.Back to top
Wireframe To Determine Enjoyable User-Experience
Throughout our design process we aimed to create a website with a simple navigation system and high quality video display to best present Chozen Official’s assets.
Having determined the brand colours as red and grey, we opted for a digital colour palette of red, black, grey and white.
Our wireframe concentrated upon providing an enjoyable user-experience – making it easy to navigate through the website and thus to experience the journey the client wanted to encourage.Back to top
Eye Catching Animated Introduction
The final website offers all the required functionality: biography, gallery, performances, and press cuttings, as well as a contact form and links to Chozen’s social media platforms.
The home page displays a dynamic and eye-catching animation of Chozen’s logo in the established branding colours as well as his most recent CD album (back and front cover) in 3D animation, followed by links to his live performances and PA bookings.
Videos and images are displayed in high quality and transitions ease in and out smoothly within this media-heavy website.
Their website address is http://www.chozenofficial.co.ukBack to top
First Single Release Under New Brand
For his third single release, Chozen required a single sleeve artwork that incorporated his new brand; one that would appeal to his Hip Hop, Electro and ‘Thrash-Rave’ audience.
This single was to be the first released under his new brand and so its purpose was to introduce Chozen’s image to his current and prospective audience. It was key that the artwork upheld the quality that had been established by the brand and presented him as a serious independent artist. Additionally, the artwork was to represent the new phase in Chozen’s career.
The artwork was to be distributed in print and digital formats and needed to precede the release date of the video and single that it was to accompany.Back to top
Symbolic Rebirth; Energy, Mystery And Passion
The main concept behind the artwork – entitled “Life Begins” – was the idea of a symbolic rebirth. We wanted the artwork to represent energy, mystery, and passion.
Throughout our photo shoot, we tried numerous different poses and concepts to represent Chozen’s individuality and ethos.
Having selected an image, where Chozen is on one knee, referencing ‘the thinker’ position – often used in sculpture – we positioned the image within dark, starry surroundings.
We aimed to symbolise the vast scope of Chozen’s music, as well as his difficult path as a musician, and the unique element of his sound.Back to top
Four Colour On-Body CD Print and CD Sleeve
The final artwork had a dark and mysterious design.
We used four-colour on-body CD print to create x1000 physical CDs which included the new single audio, plus several remixes. Additionally, the sleeve was printed as a matte laminate finish over a thick card stock.
Chozen’s management company released the single as a limited edition, with the majority of the copies sent to press and radio for DJ feedback and rotation.Back to top
Strengthen Networking Opportunities
Chozen requested that we create a business card that strengthened his networking opportunities.
The business card needed to be in line with his brand aesthetic and clearly display his contact details.Back to top
Based Upon Brand Guidelines
We utilised the brand colours and created two concepts based upon the brand guidelines.
The first concept could be considered more ‘urban’ and bold in its overall aesthetic and use of type.
The second was strong, but subtle and closer to the brand due to the contemporary style of the text.Back to top
Subtle and Contemporary
The client opted for the second more contemporary and subtle concept, to be printed on matte laminated, 400 gsm with sharp 90 degree corners.
The client felt that this concept and this print specification would be the best fit for Chozen’s professional image.Back to top
- Client: Chozen