Having had a design relationship with Sony Music for over a decade it was only natural that this continued once we formed Hold. Working with Sony Catalogue Marketing we were invited to pitch on the Essentials series - a budget range that presents the best of Sonys repertoire in genre specific 5CD boxsets.
We initially worked on a trio of titles for the pitch - taking Rock, 80s and No 1 Hits and applying our initial concepts to them. These ideas were well received, with the feedback for the revised visuals to try and break some new ground in a very saturated genre. We decided to give more depth to the packaging, to give it more emphasis on the busy shelves and to step in front of the competition. We used subtly 3D type and integrated illustration to conceptualise the specific title, whilst trying to avoid the obvious where possible. The result was a winning design that landed us the series to develop. To date we've completed 20 titles across this developing range that looks set to continue into 2011 and beyond.
After our success with the Essentials pitch we were once again invited to propose designs on the Icons series, similar in vein to Essentials but focused on an individual artist. Knowing that the series once again had to stand out amongst the pack we employed all our typographic skill to create a very legible and bold generic sleeve whilst trying to retain some individuality and integrity to both the design and artist. Again the first visuals were well received but were felt to lack the slightly brasher supermarket appeal needed. So pulling on the Essentials design the new series was pulled alongside and utilised the same basic styling concepts with some tweaks. The results were exactly what Sony were looking for and we were awarded the job. We continue to design both ranges and look forward to our continued success working with Sony in the future.
"Hold work quickly to demanding deadlines whilst maintaining a great attention to detail and quality design - a pleasure to work with!"
Will Talbot - Product Manager