Project Brief: Following a five year hiatus, Paramore returns with their sixth studio album: “This Is Why”.  While their first three albums are hard-hitting alternative rock songs, “Paramore” — their self-titled fourth album — was the band’s first foray into mainstream pop with singles such as “Ain’t It Fun” and “Still Into You.” Paramore's 2017 “After Laughter” was a radical departure for the band. With a neon, ‘80s-inspired album cover and sound, the band leaned into upbeat musicality while maintaining their trademarked heavy lyricism. “This Is Why” seamlessly blends all of their aforementioned genres. A multimedia rebrand was needed for Paramore which included merchandise, website, and album cover. 

Strategy:​​​​​​​ In this rebrand, I wanted to capture the rebellion, history, and influences of Paramore. The five year hiatus of the band happened for many reasons, including singer Hayley Williams going solo and the end of her relationship with an ex-band member. There is a heavy funk influence of this is why, which goes away from what the band primarily stuck to in the past but also blends all of their sound over the years together. For these reasons, I printed off numerous photos of the band and then tore them up, then pieced them back together in Photoshop. This is to represent the band's slightly tumultuous history. But, they've come together in a new and beautiful way. Gradients were then applied to the tears to hint at the album's funky sonic sound. Lastly, custom type (done in crayon) was completed and scanned in. It's written in a gritty, punk way to pay homage to the band's rebellious themes in their music. These same aesthetics were then applied to the website that accompanied the merch and album design.