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CASE STUDY

BECAUSE THE INTERNET

ROLE

LEAD DESIGNER

YEAR

2019

DESCRIPTION

The redesign for Childish Gambino's Because the Internet (2013) features a completely re-imagined vinyl album package along with concert memorabilia. The packaging with its piercingly vibrant layers of color framed in gold exposes jarring anatomical imagery. The track list explores Gambino's experience with the deep repercussions of a digitally crafted self in the age of the Internet, while this album redesign captures the eerie feelings that come with that.

PROCESS

This project began with an uninterrupted listen of the album in its entirety, making notes on the words and feelings that really stuck with me. Immersing myself in Gambino’s story and the fierce, unsettling, and jarring journey he takes listeners on with this track list. This album is all about self-curation, escapism, and dealing with a reality that often feels uncontrollable. Why? Well, because the internet. Gambino shares his qualms with being forced to deal with existing in the peak of internet culture, a relatable and difficult experience that I wanted to translate.