Billy Joel
A Concert Branding Package
Using a single song as the creative foundation, explore the basics of design systems, developing a shared visual language across deliverables for a specific live musical event.
Song Overview | “Lullabye (Goodnight, My Angel)”
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Soft, Gentle, Meaningful, Nostalgic
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Billy Joel wrote this song for his daughter, Alexa Ray Joel, in 1992. He said that children need to know that they aren’t alone and that they’ll never be abandoned.
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Heart with water
Angels/Cherubs
Angel on a boat in the ocean
Moon and Ocean
Piano with dramatic lighting
Old music fading on paper
Concept
“Lullabies Go On”
“Lullabies Go On” was inspired by the lyrics “Someday we’ll all be gone / But lullabies go on and on / They never die / That’s how you and I will be”. The design choices reflect the fact that no matter how old something will be, it’ll never fade because it will always be a part of who you are. The serious and sentimental tone of the song is represented in the color palette as well as integrating angel wings with piano keys illustrating both Billy Joel’s daughter and himself.
The Merchandise
The iconic piano angel wings and faded sheet music of “Lullaby (Goodnight, My Angel)” from the concert poster serve as a rubber stamp for the other merchandise available at this fictitious concert as well as the cover for music streaming apps such as Spotify and the mobile ticket.
When I was picking merchandise to create, I really wanted to channel the simplicity of Billy Joel’s suit and tie look as well as some of the more causal denim outfits he wore on covers like 52nd Street (1978) and Glass Houses (1980).
The Poster
Upon purchase of the official concert poster, fans would be able to enjoy an AR experience and watch as the poster comes to life and endlessly loops just like how lullabies go on and on.