In 2013, musicians Elan Mehler and Jean-Christophe Morisseau crossed paths while teaching and performing in Paris. They shared with each other their passion for music as well as their frustration with the current state of the music industry. Striking a chord with each other and letting their passion drive them, they created Newvelle Records, a boutique vinyl label working to produce high quality music while providing musicians the respect and compensation they deserve.
Each year Newvelle records and releases six records exclusively on vinyl along with curated artwork and literature. Newvelle needed a strategic foundation and design support in order to identify and connect with new and existing audiences.
Photography by Daymond Gardner
Newvelle has a beautiful founding story, makes stunning, original records, and has integrity, heart, and soul to spare. Our work was to turn up the volume on what was already there— giving the label permission to lean into the poetry of their brand and truly celebrate the artistry of the label’s uncompromising work.
Tasked with creating an identity for this distinctive collection of soulful music, we wanted to play with elements that were beautiful and simple, but also that evoked texture and time.
The design team brought Newvelle’s new brand strategy to life with creative celebrating Newvelle’s latest release: The New Orleans Collection.
This vinyl box set features new recordings from New Orleans greats Irma Thomas, Little Freddie King, Jon Cleary, and Ellis Marsalis. The sleeves we designed for the series combine Daymon Gardner’s stunning photography with two typefaces drawn in-house. Each album features an intimate black-and-white portrait, and opens up into a full color gatefold with liner notes from the artist, capturing the vibrancy and soul of the recordings and the city itself.
Our campaign to promote the New Orleans Collection expanded the typographic and visual language of the album covers into a diverse range of platforms. We developed digital and print ad assets, and edited video from the recording sessions for use for additional promotional materials.
Video produced by Ben Chace
Spread in Jazziz
Daymond Gardner - Photography
Ben Chace - Video