Joseph needed a new look and unifying narrative for the release of their album Good Luck, Kid. They wanted their visuals to be as personal and powerful as their music, but didn’t know where to start.

While guiding the band through the development phases of our creative process, we discovered recurring driving imagery throughout their lyrics. This imagery culminates in the title track, Good Luck, Kid with our protagonist literally at the wheel. This became our north as we crafted their brand world.

We were inspired by car clubs of the 1950s and made the band custom club jackets, encouraging them to be the stars of their own narrative. Using a 1970 Gran Torino, we grounded every element of the album artwork and packaging in muscle car culture and the car itself, down to the download code.

CREATIVE DIRECTOR:  Patrice Lighter
DESIGN DIRECTOR:    Colin Smight
PHOTOGRAPHER:       Louis Browne