Project Lowdown
Right before Howard Jones was about to drop the news on his new US tour, his team reached out for a total visual identity overhaul. They needed a fresh campaign look that could flex across digital channels, tour merch, and out-of-home billboards. The catch was that we had just two days to cook up a brand-new concept and get it signed off.
Client
Howard Jones
Project type
Event Promo & Merch
Role
Designer
Getting to it
The goal was to create something that felt unapologetically 80s but sat naturally in the wild today. Positivity and infectious optimism are at the core of much of Howard’s music, so I wanted to bring that energy into the design for his American fans. The creative strategy hitched those emotional themes to the physical concept of an epic US road trip, uniting the journey of the tour itself with the uplifting journey of the music.
And then what?
Following a successful rapid sign-off, the identity was executed as a multi-channel campaign across the United States. Beyond the initial promotional rollout, the visual system was adapted for the official tour merchandise line. This involved translating the core campaign assets into apparel design and developing secondary styles that reinterpreted iconic archival visuals from Howard's repertoire.
