Chapter is a Melbourne based initiative showcasing both established and rising talent within some of the most intimate and eclectic music venues.
Working on this project allowed me to use my knowledge of the music industry and the core themes present throughout to subvert the 'standard' and provide a new visual experience for the viewer. This shift toward uniqueness helped align the brand image and its artwork with the eclectic nature of the Chapter events.
The overarching magazine-style layout helped allude to the individual issue or 'Chapter' structure of each event being a unique entity while still remaining tied back to the overall Chapter brand. However, rather than following the norm, the type arrangement breaks convention with its rotated and almost sporadic feel, with the artist names even breaching the layout borders to literally 'step outside of the box.'
For each event, the key art was created to be a unique art piece to allow for differentiation between one another and further reinforce the episodic structure of Chapter's events. The goal behind each of these key arts was to provide a jarring contrast from the more standard, cut out, and slapped on press shot style that saturates typical event artwork. That combined with the colour blasted schemes of each poster helped further reiterate Chapter's unique place within the music and live events industry.
With the music industry beginning to thrive again after a year without events, I undertook the task to refresh, and revitalise the previous identity and direction I had created to further emphasise Chapter's unique brand ideals, and provide a new experience for the next generation of party goers post COVID-19. To achieve this, I opted for a more abstractive approach to the key art of the posters whilst still retaining the core layout structure present in previous art as a point of brand consistency. This, abstractive nature gels well with the ever expanding genre catalogue Chapter aims to represent at each of their events.
As an added benefit of my experimentation toward abstraction, a Chapter wordmark was created that encapsulates the feel of the brand with a tech / future aesthetic representative of both the brand's prior art and music styles, as well as the updated refresh. This allows the wordmark to remain clean and readable whilst providing a level of visual interest through its adjusted letter forms, and helps distinguish it from the copy present on the posters.
