“Could Be Tonight”
Client: Hulvey
Creative Direction // Album Cover + Packaging // Photography // Graphic Design // Merch Design // Logo + Branding // Video & Visual Identity
Team: Graphic Designer, Kevin Hackett // Photographer, Quality Lenz // Painter, Daniel Hubbarde // Videographer, Artimio Black // Producer, Ray Spears
Overview
Could Be Tonight was rooted in Matthew 24, an exploration of our time here on earth, what is to come, and what it means to live as people of faith within the Church of God.
My responsibility was to take what we read in Scripture, combined with the lyricism, production, emotion, and overall sound of the record, and translate it into a visual language.
One of the central images from Matthew 25 became a blueprint for the entire record: “two men walking in a field one taken and the other left.”
That idea became a foundation for the visual world of Could Be Tonight. Rather than creating visuals for individual songs in isolation, the goal was to build a complete visual identity that could communicate the weight, urgency, beauty, and mystery of the entire record.
The listener should be able to look at the artwork and begin to understand what the album sounds and feels like before pressing play.
Creative Direction
I developed the overarching visual direction and branding system alongside Kevin Hackett, guiding how the music and themes of the album translated into imagery, design, physical packaging, merchandise, photography, and motion.
The direction included:
• Establishing a unified concept across the album
• Translating the themes of Matthew 24 into a visual language
• Defining visual rules for typography, layout, color, texture, and imagery
• Creating continuity between physical, digital, and wearable formats
• Directing photography and visual treatments
• Developing the visual identity across the album campaign
• Collaborating with artists, designers, photographers, videographers, and producers
Album Cover + Packaging
The objective was to find an image and visual approach that could represent the entirety of the record.
The album cover needed to communicate the sound, emotion, themes, and spiritual weight of Could Be Tonight in a single visual. The listener should be able to see the cover and begin to hear the songs without pressing play.
We explored three distinct creative directions:
Photography + Mixed Media
A photographic approach incorporating additional design, texture, and mixed media elements to create a layered representation of the album.
Painting
A painted approach that continued the visual language established through the album's single artwork, allowing the world of the record to feel connected and progressively developed.
Church Architecture
A perspective looking toward the ceiling of a church in Italy, creating a sense of scale, reverence, history, and the presence of God.
Each direction explored a different aspect of the record, but the goal remained the same: to create artwork that could hold the magnitude and weight of the album in visual form.
Photography
Photography extended beyond traditional press imagery.
From press photography and stills to album artwork, the photographic direction was developed around color, pose, environment, and emotion, each element intentionally connected to the overall message of the record.
The images needed to feel like they belonged to the same world as the music: intimate, cinematic, spiritual, and emotionally honest.
Photography became another way of translating the themes of the album without having to explain them literally.
Graphic Design
Graphic design became a further extension of the album's sound and visual language.
Typography, texture, color, mixed media, and composition were developed to create a system that could move across the entire campaign.
This included:
• Single artwork
• Additional album artwork
• Typography systems
• Textures and graphic treatments
• Mixed media compositions
• Promotional graphics
• Merchandise design
The design language was created to feel cohesive while still allowing each individual piece to have its own identity.
Merch Design
Merchandise was approached as an extension of the album's visual world rather than simply promotional product.
The goal was to create wearable pieces that carried the themes and imagery of Could Be Tonight beyond the music.
Designs were developed with longevity in mind, pieces that could function as merchandise while still feeling like a natural part of the larger visual identity.
Video + Visual Identity
I provided creative direction across multiple visual pieces connected to the album, helping establish consistency between the music, film, photography, and graphic language.
“Automatic” | Music Video + Trailer
Creative direction for the visual world surrounding “Automatic,” including the music video and trailer.
“DAVE” | Visualizer
Creative direction for the visualizer, extending the album's visual language into motion.
“Field of Flowers” | Short Film
Creative direction for Field of Flowers, using film, environment, pacing, and visual symbolism to further explore the spiritual and emotional themes surrounding the record.
These pieces were treated as parts of the same visual ecosystem rather than isolated videos.
Collaboration
Could Be Tonight was a collaborative creative process. I worked alongside a group of artists and creatives, each contributing their own discipline to the larger visual world.
Graphic Designer, Kevin Hackett
Collaborated on the overarching visual and branding system.
Photographer, Quality Lenz
Collaborated on photography and photographic execution.
Painter, Daniel Hubbarde
Contributed to the painted visual language explored throughout the project.
Videographer, Artimio Black
Collaborated on the execution of video and moving image content.
Producer, Ray Spears
Contributed to the musical production that informed the visual direction and helped establish the sonic world that the visuals were designed to represent.
Role
Creative Director
• Concept development & visual strategy
• Album artwork & packaging
• Photography direction
• Graphic design
• Merch design
• Logo & branding
• Video & visual identity
• Creative collaboration & oversight
• Visual advising across the album campaign
Outcome
The result was a visual ecosystem built around the central ideas of Could Be Tonight, faith, urgency, eternity, mortality, and what is to come.
The project brought together music, photography, graphic design, painting, film, packaging, and merchandise to create a world that could exist beyond the album itself.
The intention was simple: take what was being communicated through Scripture and music and give it a visual language.
Could Be Tonight became not just a collection of songs, but a complete creative world, one designed to make the listener stop, look, and consider what it means to be here now, and what could come next.