Shoreline Mafia

“Party Pack”

Mock Campaign

After deciding on Shoreline Mafia as my music group to create a mock campaign for, I chose to orient it around their “Party Pack” album out of my love for the music and what design opportunities I could have with the theme, “Party”.

While I had to keep everything PG due to this being a project in college, I wanted to encompass the party scene, rapper lifestyle, and LA throughout the campaign.

✮ Poster ✮ Vinyl Packaging ✮ VIP Pass ✮ Lyric Book ✮ Ads ✮ Promotional GIF ✮

Poster

Rather than place the title of the campaign as a separate element from the background, I wanted to incorporate the typography as a cohesive visual element as well. With the help of Adobe Photoshop, I created teeth gems and a lip tattoo to attain this goal and drive home an audacious, party aesthetic.

I utilized this luminescent glitch effect as a consistent design element throughout other pieces in the campaign as well.

Vinyl

Cube

Instead of designing a standard record sleeve— rectangular and basically flat— I wanted a package design that was unique, 3-dimensional, and could stand on its own. After creating various prototypes with different shapes,I decided on a “vinyl cube”.

VIP

PASS

My favorite piece of the collection! I wanted to create a VIP pass that was more than just a tag around someone’s neck and could be a piece of memorabilia unique to the campaign. Keeping the rapper lifestyle in mind, I designed a credit card-esque pass embodying word play and symbolic imagery representative of the music group and their hometown of Los Angeles.

Lyric

Book

I wanted the lyric book to emulate the appearance of a composition notebook and embody the unpolished look of a songwriter’s journal. Hand script fonts helped achieve this look along with the faded glitch lines that make the paper appear more distressed. Tying in with the rest of the campaign, the background imagery consists of the poster’s image with paint splatters to imitate the composition notebook design along with safety pins uniting the pages.