Green Envy Album Release
Make A Cappella Cool Again
The Problem
Green Envy A Cappella is the premiere collegiate singing group at Tulane University. Despite Pitch Perfect’s stellar reputation, college a cappella isn’t the coolest of activities. How can Green Envy market its new album, Evergreen, while avoiding the cringe-inducing stereotypes typically associated with a cappella and making the group seem as professional, talented, and as serious as possible?
The Solution
Treating Green Envy’s branding more like a band, and less like an a cappella group, was the first step in increasing the group’s “cool factor.” Choosing “Evergreen” as the album name emphasized the strong relationships between group members past and present. Using a flowing, custom typeface for the main logo combined with trendy, bold fonts in additional assets successfully steered Green Envy’s digital identity away from cringiness and toward legitimate, exciting new music.
Inspiration & Ideation
The Insight
I created Green Envy’s long-standing brand guidelines (see below) based on the group’s yearly bonding retreat to a cabin in Bogalusa, Louisiana. Photos from their travels inform their new flowing, cozy, blue-green brand design, mostly used for social media and print flyers.
To differentiate the album release from their typical branding, I used warmer, deeper colors to give the group a more serious and grounded feel. The custom, curvy, melting typeface for the main logo also brought an appropriate level of playfulness for a college group.
