repackaging & branding
Research
I set out to reimagine the I Am album cover to better reflect Earth, Wind & Fire’s vibrant, soulful identity and uplifting sound. My research focused on the band’s use of symbolism, colour, and Afrofuturist-inspired visuals, alongside analysing how their music conveys energy and positivity. I explored how warm tones like orange and yellow are often associated with vitality and joy, while also looking at experimental colour palettes used in expressive album artwork.
Development
After experimenting with different ideas, I used generative AI tools to create visuals based on specific colour directions, combining warm oranges and yellows to reflect positivity. I also introduced bright pinks and greens to communicate a bold and expressive style. To push the concept further, I prompted AI to visualise ideas like “multifaceted” and “exuberant,” leading to a cubist-inspired design approach. By inputting imagery of the band and refining outputs in editing software, I explored a range of compositions and layouts, each creating different focal points but still in keeping with the album’s energetic identity.
Through this process, I also recognised the importance of generative visuals as tools within the design process, helping to quickly explore ideas and improve concepts.