Lethal flies the flag for British Music’s digital mission to US

Lethal has art directed the campaign for British Music’s Digital Music Mission to the US.

Initiated by the Association of Independent Music and UKTI, which appointed Lethal directly in March, a brief was set ’to move away from the stereotypical pixellated graphics often used to portray the digital space’, according to Lethal director Jesse Boyce.

The consultancy has looked to demonstrate the event’s focus on ’transatlantic expertise’ and has aimed to fuse New York and UK iconography with a part-Union Jack and part-yellow cab livery, Boyce says.

The programme runs until 24 June, and delegates will receive a Lethal-designed brochure, listing the UK-based bands and delegates taking part in the event.
The 16-page guide documents masterclasses, round-table discussions and panel sessions.

Lethal designer Ben Aldis says, ’The Aim for America 2011 Digital Music Mission promises to offer “meeting with the movers and shakers of the new tech generation in NYC.” This suggests an exciting proposition for any Brit something the familiar yellow cab decal graphics help to accentuate.’

In March, the consultancy delivered the design of a campaign for British Music’s presence at music industry festival South by Southwest, which included a venue branded as the British Music Embassy, dressed as a flight case.