I WANT POETRY
Client:
I WANT POETRYScope:
Strategy / Identity / Creative Direction / ProductionConcepts:
profound, empowering, cinematic, optimistic, emotionalCategory:
I WANT POETRY needed an identity that could hold everything their music is — cinematic and emotional, optimistic and profound. The starting point was the music itself: what it feels like, where it’s going, and what visual language could carry that forward without flattening it.
LOGOThe I WANT POETRY logo is set in PS Paradiso — a serif typeface with an elegant, slightly unconventional character that sits between classical and contemporary. The wordmark is confident and open, with customized, round letter forms that bring in a warm and cinematic touch. Two weight variants allow the mark to scale from an intimate phone screen to a festival backdrop without losing presence.
COLOURS + TYPE
The color palette translates I WANT POETRY’s tone directly into color: optimistic and cinematic, emotionally charged, with enough depth to feel profound:
Electric Blue carries the energy — vivid, forward-moving, impossible to ignore.
Ember Coral brings the emotional register: warm, human, empowering.
Midnight Blue grounds both, adding the introspective weight that keeps the palette from tipping into pure spectacle.
Silent Blush and
Hazy Yellow hold the quieter, more intimate moments — light where everything else pushes forward.
The type system follows the same logic:
Neue Regrade leads with geometric in construction, humanized by softened terminals — structured yet sensitive, the way the music is.
Inter steps aside and lets the message speak, its neutral openness supporting without competing.
Chivo Mono handles the functional layer — dates, tracklists, catalog data — bringing in a quiet sense of precision and honesty.
Check out the full Brand Styleguide.
INTO THE WORLD
The identity launched simultaneously with I WANT POETRY’s album campaign — by design. Future Selves gave the new brand its first full expression: six single covers, album artwork, vinyl sleeve, and CD packaging, all built on the new visual system.
Future Selves is an album about holding onto the idea that things can be different — shaped by memory, imagination, and the will to build what comes next. It looks back at past utopias not with nostalgia, but with intent. The visual direction had to carry the same charge.
Retro-futuristic as a genuine belief, not an aesthetic trend. Optimistic, but earned. The design system is built on four themes that guided every decision: retro-futuristic, optimistic, visionary, transformative.
SINGLE COVERS
Seven singles. One design system.With seven releases leading up to the album, the campaign needed both consistency and stamina. I built a template fixing the core structural elements — an orbital ellipse running through the composition, masked photo shapes (circle or square), and a condensed display typeface with the same distortion effect as found on the album cover. Backgrounds alternate between Electric Blue and Silent Blush, with crumpled paper and cosmic dust textures adding physical weight to the campaign’s retro-futuristic world.
What changes across releases: the photo crop, the color register, occasional typographic inversions — mirrored or rotated titles that break the grid just enough to keep each cover distinct. The orbital ring is the system’s signature. Part planetary trajectory, part looping thought — it holds the campaign together visually while allowing each single its own moment.
ALBUM COVER + VINYL SLEEVE
The album cover shifts register from the singles. Where the campaign builds energy through saturation and motion, the sleeve opens into restraint: white space, the two artists in pale, architectural light, the title split across the corner in the brand's display type.
The gatefold interior maps all ten tracks as a constellation diagram — song titles plotted like stars, connected by the orbital ring motif that runs throughout the singles campaign. Lyrics fill the panels in tight columns, set in Neue Regrade and Inter, small enough to reward attention.The vinyl is pressed in hot pink. That choice was deliberate — the only fully saturated, unambiguous moment of the vinyl, reserved for the physical object.
CD PACKAGING
The CD extends the same visual system at a smaller format — constellation diagram, condensed type, orbital motif.
