This October the Red Bull Music Academy will tour the UK each weekend with a unique creative that steps away from a pure digital offering in to traditional craftsmanship.
While woodwork and a branding design may sound like unlikely bed fellows, the team at Another Kind, who designed the creative, wanted to play with artwork that wasn’t led by digital and were inspired by Dale Kirk, a furniture and object designer.
The agency and Kirk joined forces to make some new shapes and try to mimic some details of the various cities the tour would be travelling to including London, Liverpool, Glasgow and Leeds.
Speaking to The Drum Patrick Perring, designer and head of social media at Another Kind said: “At the core of the brief was a need for differentiation between the four cities with a unifying theme across the whole tour. Another big requisite was to appeal to a young and music / fashion conscious audience.
“In the end we came up with some minimal shapes built out of wood in Dale's workshop. We then photographed the compositions on coloured card backgrounds before tweaking and experimenting with bright colours and gradients in Photoshop… The simple and angular shapes paired with bright colouring gives the artwork a really eye catching and otherworldly aesthetic.”
The tour itself will offer musicians both established and up and coming a platform to celebrate their contribution to the UK music scene. International names are also on the line up across genres including hip hop, grime, soul, house and techno and in addition to live music the tour will include art installations and live lectures.