ELSA Y ELMAR – ELSA Y ELMAR
Five years after the release of her debut EP, Elsa reached out to us again to establish a visual direction for her second album.
Elsa was one of our first clients, and in the past five years her career and talent have both grown immensely. In her new self-titled record, Elsa expands her sonic palette to embrace the sounds of Global Bass and Caribbean Rhythms, while staying true to the emotional content of her lyrics.
The design system reflects this artistic maturity by embracing a deep and earthy color palette– inspired by the work of Colombian photographer Tawfick Espriella. It then pairs it with a typographic system that feels both playful and refined, just like her music.
We also established specific usage guidelines that defined which pieces should expressive, which should rely on imagery, and which utilize only typography. This assured that all of Elsa’s releases, promotional materials, merchandise and stage presence felt consistent.
To wrap it all up, one of the most impactful elements were the backing visuals for her live shows. We kept these simple, since they would be mixed with live footage, and have to compliment the performance onstage. Inspired by the name Elmar, which means “The Sea” in Spanish, we created a few flowing typographic animations to round it all out.
ART DIRECTION, DESIGN & ANIMATION:
The Collected Works
Daniela López &
Luisa Fernanda Castellanos
BRAND IDENTITY DESIGN