“The Joy of Being” LP
Client: Citizens
Creative Direction / Vinyl & Book Design/ Apparel Design / Photography / Editorial World building
Overview
The Joy of Being is an LP centered on presence, simplicity, and spiritual grounding. The creative challenge was to visualize joy without exaggeration—to communicate depth, calm, and gratitude through design that felt lived-in rather than performative.
I led the creative direction across album, book, apparel, and photography, building an editorial world that allowed the music’s themes to breathe across multiple formats.
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The Idea
The concept treated joy as a state of being, not a moment of celebration. Visually, this meant restraint, softness, and clarity—allowing space, texture, and pacing to carry emotional weight.
The guiding belief was clear:
Joy doesn’t need to announce itself.
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Creative Direction
I developed the overarching creative vision and editorial framework, ensuring cohesion across print, photography, and wearable expressions of the album.
Direction included:
• Establishing a calm, minimal visual language
• Translating spiritual and emotional themes into tactile form
• Creating continuity between music, book, and apparel
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Execution
Album & Book Design
The album and accompanying book were designed as companion objects—meant to be held, revisited, and lived with. Layouts favored generous spacing, quiet typography, and intentional sequencing, allowing reflection to guide the experience.
Photography
Photography focused on stillness and honesty. Images were directed to feel unforced and present, capturing moments of calm rather than performance.
Apparel Design
Apparel functioned as an extension of the album’s ethos—minimal, wearable pieces designed to feel timeless and personal rather than promotional.
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Role
Creative Director
• Concept & visual strategy
• Album and book design
• Photography direction
• Apparel design & creative oversight
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Outcome
The Joy of Being became a cohesive creative ecosystem—where music, print, imagery, and apparel aligned under a single, quiet philosophy. The project invited listeners not just to hear the album, but to inhabit it.