for me the action is the juice:
jaden smith
syre lp artwork | physical packaging
client: jaden
role: creative director | designer
discipline: album artwork | physical packaging
Overview:
For Jaden Smith’s debut album SYRE, I led the comprehensive branding and physical media packaging design. Jaden sought a title lockup that would become a visual cornerstone for his future projects, beyond just this album release. The challenge was to develop a branding system that reflected the album’s themes while also serving as a foundation for his evolving artistic journey.
Responsibilities:
Design & Art Direction: I conceptualized a striking gradient title lockup that aligned with SYRE’s aesthetic and emotional themes. This lockup became a central element of the album's branding, extending beyond the album to merchandise and future releases. The cohesive visual identity was designed to resonate with Jaden’s artistic vision and grow with him as his music evolved.
Physical Packaging: I designed the physical media packaging, including a vinyl edition featuring immersive artwork. The album’s visuals were carefully crafted to enhance the listener’s experience, with printed artwork that added to the emotional depth of the music. The tactile nature of the vinyl edition was an important aspect of creating a lasting connection between the album and its fans.
Project & Stakeholder Management: I oversaw the entire design process, ensuring consistency across all formats while adhering to Jaden’s creative direction. Close collaboration with Jaden and his team allowed me to translate his vision into a cohesive and recognizable identity, with attention to detail in both physical and digital formats.
Outcome:
The branding and packaging for SYRE were highly praised by Jaden’s team, and the title lockup became an enduring visual element across his subsequent projects. The vinyl edition, with its immersive artwork, provided fans with a deeply engaging experience, reinforcing the album's impact and Jaden’s artistic identity.
erys lp artwork | physical packaging
client: jaden
role: art director
discipline: album artwork | physical packaging
Overview:
In my second collaboration with Jaden Smith, I was entrusted with the full branding and packaging design for his sophomore album ERYS. The challenge was to evolve the visual narrative established in SYRE while maintaining a connection to Jaden’s previous work. The goal was to create a fresh yet cohesive identity for ERYS that aligned with Jaden's artistic vision.
Responsibilities:
Design & Art Direction: Building on the dreamy aesthetic of SYRE, I introduced a new gradient title lockup inspired by the pink-tinted skyline from the previous album. The design evolved the visual language of SYRE while pushing it forward for ERYS. The double-disc vinyl packaging featured opaque pink discs, providing a tactile element that complemented the music and deepened the visual experience.
Packaging Design & Poster Creation: In addition to the vinyl packaging, I designed a 24"x24" fold-out poster to expand on the album’s visual storytelling. The poster allowed fans to engage more deeply with the album’s themes, extending the brand identity beyond the packaging.
Project & Stakeholder Management: I managed the project timeline from concept to execution, ensuring all elements aligned with Jaden’s evolving vision. Regular collaboration with Jaden's team helped maintain a consistent aesthetic while delivering a standout final product that resonated with his audience.
Outcome:
The final branding and packaging for ERYS were dynamic and visually cohesive, building on the foundation set by SYRE while offering something fresh. The opaque pink vinyl discs and fold-out poster added an immersive touch, creating a standout product that fans appreciated and that aligned perfectly with Jaden’s evolving artistic direction.
ctv:3 cool tape vol. 3
client: jaden
role: art director
discipline: album artwork | physical packaging
Overview:
For Jaden Smith's third album, CTV:3 Cool Tape Vol. 3, I had the opportunity to explore a new artistic direction that mirrored Jaden's evolving creative vision. The album’s themes included psychedelic influences and surrealism, and my task was to bring these elements to life through the visual design.
Responsibilities:
Design & Art Direction: Working closely with Jaden, I introduced the hand-painted MG MGB Roadster as the central visual motif for the album, which became a symbol throughout the project. This vintage car was not only featured in the album artwork but also played a key role in the "Cabin Fever" music video, reinforcing the dreamlike, whimsical narrative Jaden sought. The design needed to align with his evolving sound, delivering a surreal, cohesive experience.
Creative Direction & Collaboration: I managed the creative direction from concept to release, ensuring that all visual elements—whether for the album artwork or music video—tied together seamlessly. This involved ongoing collaboration with Jaden to reflect his artistic expression and evolving vision.
Social & Visual Content: In addition to the album artwork, I worked on promotional assets to maintain visual consistency across all touchpoints, including social media, promotional materials, and video elements.
Outcome:
The final product was a visually striking package that enhanced the overall narrative of CTV:3 Cool Tape Vol. 3. Jaden was thrilled with how the psychedelic and surreal elements came together, and the recurring use of the MG MGB Roadster added a strong thematic element that resonated with fans and critics alike.
