Cure Studio brands DJ Sasha’s Last Night On Earth label
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Cure Studio has designed the visual identity for the relaunch of DJ and record producer DJ Sasha’s record label Last Night on Earth, formerly called Emfire.
Cure was appointed having been invited to a pitch against at least three other consultancies by DJ Sasha’s management company, 360, in September 2010.
The consultancy created a new visual identity for the label, as well as the visual style of the DJ’s forthcoming releases and events collateral such as flyers, posters and billboards.
James Hurst, Cure Studio founder, says, ‘[The client] was really keen to find ways of creating packing that people want to buy, rather than just downloading it.. We wanted to create something beautiful each time with nice print processes, but when we knew the first eight were mapped out we wanted to tie them all together.’
The consultancy created a large visual landscape and skyline featuring cities personal to DJ Sasha. The logo design aims to reflect the ‘progressive nature’ of DJ Sasha’s music, while still appealing to the core dance music audience. It features an ‘abstracted earth icon spun out of control’ and bold typography.
Illustrator Susie Wright of the Higginson Hurst Illustration agency was appointed by Cure Studio for the project.
Hurst adds, ‘We wanted to shock people and do something a lot more sensitive than the style people associate with dance music.’
The first release featuring the design launches in mid-August.
Readers' comments (10)
Paul Sanderson | Tue, 26 Jul 2011 2:15 pm
Looks good, nice interesting art! x
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Nicholas Lim (Perth, Australia) | Tue, 26 Jul 2011 2:25 pm
As a long time fan of Sasha, I think this is a great move.
In an era of $1.49 downloads, it's going to be nice to have a tangible product.
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Liam O'Neill | Tue, 26 Jul 2011 2:26 pm
I do think this is very different, and is certainley not what you would associate with dance music. But I don't think it is sasha, it doesn't reflect his music. (I have just noticed I have northern exposure on in the background.. I do love that guy)
Don't get me wrong I like the work and its a nice style. But not what I would associate with sasah, not matter what sasha set / cd you listen to, he somehow manages to put his mark on it. How that would translate into a visual format I don't know? Its subjective, so maybe this does fit the part. I don't know.. The best peice of sasha packaging I have seen was his avalon album back in 2006.
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Alex | Tue, 26 Jul 2011 3:50 pm
I like the contrast between the finished/coloured art and the simple pen outline sketching
looks cool
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Matt | Wed, 27 Jul 2011 3:48 pm
I think its awesome and is different from the usual cover-art shlock out there.
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Shatva | Wed, 27 Jul 2011 3:57 pm
Someone started to fill out the scetch, but in a hurry and rush, there was not time to finish it
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Anonymous | Wed, 27 Jul 2011 10:12 pm
it very like renaiianse to me...... i mean you need a theme for a label launch emfoire was strong...this lacks big time for me... what was wrong with emfire...i know they were all techy tunes and i guess last nite is going to be more housey and melodic but there was no need for a new label...
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Robin Banks | Thu, 28 Jul 2011 10:57 am
They should've got Mr. Brainwash to do the artwork.
This does nothing for me whatsoever...
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SkyHarbor | Fri, 29 Jul 2011 2:50 am
It looks like a chimp got a hold of some markers and was interrupted while doodling on a children's coloring book.
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James Monroe | Tue, 2 Aug 2011 4:42 pm
Looks like a total copy of Guy Gerbers artworks, very uninspiring altogether. More progressive house too from the sounds of it, nice and fresh!!
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