THE CHALLENGE

CRAZY MAD FOR ME is the first studio album by Irish artist CMAT. Her original album art featured hand drawn scrawl like illustration, signaling a spiral into madness. Her ethereal sound did not match the hellish album art she already had. She instead wanted something that sounded like her music, poetic, magical and world building.

THE SOLUTION

Using whimsical typefaces such as PP Playground and PP Radar amplify the feeling of loosing one’s sense of reality that is referenced repeatedly throughout her song writing. Along with the ethereal backgrounds, each typographically patterned sleeve, further distinguishes between the two records.

WHY THIS WORKS

Illustrated in the Albums song book, the typographic title font PP Playground presents each song title as poetry. Coupling her lyrics with whimsical imagery detailing her inner most feelings through the ethereal photographic style.

IN THE WORLD

The social media takeover highlights the soft femininity of her image, coupled with the secretive nature of her innermost thoughts. Her songs feel like confessions, like we are able to read her diary. The posters then illuminate that idea, barely legible, if you know the song then you’re in the club and know what it says, while if you’re not yet a fan it can peak one’s interest as you can not quite make out the content.