“I do a lot of curiosity buying; I buy it if I like the album cover, I buy it if I like the name of the band, anything that sparks my imagination.”
Bruce Springsteen
From Concept to Global Campaign: Album Design and Promotion
I had the privilege of designing and managing the launch and global promotion of From Broadway to Jazz, the newest album by Chicago’s acclaimed, multi-award-winning jazz vocalist Spider Saloff, released in February 2024. Collaborating with renowned Chicago photographer Doug Birkenheuer, I integrated his striking photography into the album and promotional designs to create a cohesive visual identity for the project.
----------
Beyond design, I led the comprehensive album launch campaign, which included:
1. Developing a timeline to coordinate the team, key dates, assignments, and KPIs.
2. Writing and designing social media content for all stages of the campaign.
3. Executing a teaser campaign to build engagement and awareness.
4. Coordinating distribution timing and platform strategy for the album release.
5. Launching a global media campaign for maximum exposure.
6. Managing promotion of the album launch show at Winter’s in March 2024.
----------
The campaign delivered significant results:
• Facebook reach increased by 89%, with an 82% boost in visits.
• Instagram reach grew by 56%, with profile visits soaring by 145%.
•The featured song, Speak Low, was shared globally, appearing on curated playlists and music radio podcasts from Denmark to Brazil to Los Angeles.
•Early ticket sales for the album release show at Winter’s Jazz Club set a record, with more than 80% of seats sold a week before the performance.
----------
As part of the campaign, I also rebranded Ms. Saloff’s digital presence, creating a unified look across her website and social media. This included rewriting her biography for clarity, creating platform-specific versions, and designing business cards; including promotional cards for the album.
Below, you’ll find the album jacket, disc, business card designs, a breakdown of the photo enhancement process, and the featured song “Speak Low.” Sit back, relax, and enjoy.
Espiritu Santo – makeup, photography and album design.
Icarus Grounded – makeup and photography.
The albums and promotional campaigns displayed here are examples of my work and are intended solely to showcase my creative expertise. These works may not be reproduced, distributed, or used for any other purpose.