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Dogfish
Head:
Summer
Sounds

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roles

art direction
design

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Developing a new seasonal POP display and coinciding promotional product, Dogfish Head Creative Director, Paul Thens – looking to create artwork that can be repurposed in-house – was in search of a visually lo-fi wall of sound, in high-resolution, alongside some skin for their boombox.

CHALLENGES:
. maintain high-fidelity distressed appearance in vector based output | shiny & chrome
. easily repurposed modular assets | plug n’play
. create depth and dimension in flat design | alas, poor Yorick, I knew him Horatio...

Digital drawings in Procreate, imported into Photoshop, and mastered in Illustrator produced some of the most point heavy documents, encompassing as much distressed artifacting as possible to create the overly xeroxed document with a dirty screen look as possible. Illustrating and vectorizing a variety of speaker and amplifier cabinet styles, “Tetris-ed” in a manner to create the illusion of a massive wall of sound, idealized as a point of purchase display for in-store merchandising as a backdrop for summer sales. Speakers were built individually, with some assets separated from the finished art to be Frankenstein-ed together and used in concert with premade cabs for other promotional items (ie.: pint glasses, coasters, posters, etc.)

As an extra item, a custom skin for a bluetooth Bumpboxx speaker system was also in the mix. Adapting the boombox art from the summer variety pack packaging, a slight touch of dimension added to the flattest of assets, and “BOOM,” a legend is born. With all assets being vector, once again, the Bumpboxx skin was also easily parted out for further Frankenstein-ing needs.

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