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Case Study 01. Hort
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Brief Hort, an unconventional multi-disciplinary creative hub created art direction for the first collaborative album of German tech-house pioneer Marc Romboy and Japanese techno producer Ken Ishii.
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Mission & Production They worked together with photographer Michael Kohls to develop a photographic visual language that would form the basis of the art direction. The creative direction nods to music’s physical medium and the techniques involved in its production. Die-cuts make the LP and CD visible, through this method the missing piece becomes a key graphic element.
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Brand Throughout the series of vinyls there is a clear brand system that works and connects each peice. The three primary colours of Red, Blue and Green are used as a spot colour for the label of the vinyl, which then through the use of die cut in the record sleeve, is shown as part of the photographic image. The brand is the use of colour within the black and white dominated sleeve and casing.
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Product The product series included a special edition vinyl box set, CD, digital releases, poster and apparel.
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Inner Sleeve The inner sleeve is simple and follows the system of blck and white. Small amounts of text on the pure white crisp sleeve works well and again shows through the vibrant green of the label through the use of die cut.
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CD I love how the idea has been applied to CD too. With the very different format, the bright colour is emphasised in the CD, again this time instead of the label and also the strip down the side of the case. The cover is again die cut to revel the perfect circle of red in this case.
Lane. Promotion Even stretching the same concept out across promotion. This poster is simple and takes on the same idea. A Black and white image is used in the background with a vibrant spot colour of yellow in the circle centered, with text placed on top of this, to promote and communicate.