Dig the Sound
Brand | Packaging | Motion
Instructor: Jody Work
Dig the Sound is my senior thesis project, which was around celebrating three 90s hip-hop groups: Outkast, De La Soul, and Digable Planets, and how they were innovative within the genre. This will involve creating a series of cassette packaging, kinetic type motion graphics featuring songs from the three groups, and posters. The goal was to uplift black art and creativity while spotlighting these groups and their impact on hip-hop as an art form. To aid this goal, I wanted to aesthetically capture the energy of these groups and their music by creating a cohesive system that involves both motion and static mediums.
motion piece
posters
The cassette packaging and zines have a custom die line that opens one panel at a time to create a title sequence-like experience. The exterior shows the credits for the song, including producers, performers, and the album the song is featured on. The interior shows a quote from one of the group members on the top panel, the chorus of the song on the two side panels, and a quote about the creation of the album the song is from on the bottom panel. Each package also includes each group's color palette and rhythm gradient.
packaging
logos
The motion graphics utilize a system called "Rhythm and Flow." The gradients move in sync with the audio samples from each song, creating a repeating loop during the chorus to highlight the rhythm. Additionally, the typeface in the motion graphics changes between the standard Fractul font to the custom Fit font to emphasize the words that the performer highlights, conveying the flow of each song. The Fractul font is structured and geometric, while the Fit font is squished and dynamic. The pairing of the two represents the relationship between brick walls and graffiti.
