PURE HEROINE

DIRECTION, PACKAGING, AND MERCHANDISE

Lorde's 2013 album, Pure Heroine, is a romanticization of adolescence: it's about the tension between youth and adulthood; it's about feeling special and unique while knowing you are just like everyone else. This conceptual redesign includes a vinyl record, lyric booklet, promotional posters, and the beginnings of a merchandise line.

The artwork is inspired by the grungy aesthetics of Tumblr in the early 2010's, but is brought into the 21st century using modern typography and color. Custom blackletter type treatments and grainy photo manipulations help to capture the moodiness of the album, while romantic sculptures convey a sense of being frozen in time. Organic, hand-drawn elements add a sense of movement and teenage angst, and evoke high school notebooks or locker graffiti.

In service to my love for the album, I infused personal touches in the art direction. I drew the scribble details and scripts by hand, photographed them, and converted the images to bitmaps so they could be easily placed and recolored. I also explored imagery of personal affects such as jewelry and found materials such as flowers in the lyric booklet, however I ultimately felt they did not fit. The photograph that appears on the Tennis Court booklet spread is one I shot myself in late 2013, the same year the album was released.