Danny Schiller
Creating a visual world for the work of an emerging artist.
Danny Schiller is a Spanish-American recording artist garnering acclaim for his music throughout the United States, Spain, and Latin America. Schiller is rolling out 4 EPs with 7 songs each that he calls his “Observations”.
Newfound partnered with Schiller to direct and develop a scalable creative concept, visual identity, and web experience for the multi-year release schedule centered around the expression of ‘observing’ the nuanced dualities of the human experience.
Sebastian Calvo
Creative Director
Billy DeNatale
Creative Director, Design Lead
Aman Sharma
Web Development
Sabra Binder
Photo
Sam Rochelle
Video
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Schiller came to us enamored with the idea of building worlds for his listeners through his music, and describes his “observations” as glimpses into his interpretations of and symbiosis with the world.
We worked closely with the artist to translate the conceptual themes behind his work into a visual language that combines iconography, analog textures, and Schiller’s own notes from his writing process. The result is a set of four icons—one for each EP—that each take inspiration from the name and specific theme of each body of work.
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The identity is implemented across web, print, merch, communications materials, and album art.
For the release and private launch event of Observation I, Newfound developed posters, merch, invitations and social media materials, album cover art, and a lyric video.
Additionally, Newfound created a web experience encapsulating each Observation and the series as a whole—serving as a valuable tool for Schiller to communicate the entirety of his vision to record labels and other stakeholders interested in his work.
Schiller needed a visual language that emphasizes the larger conceptual connection between the EPs.
With many distinct genres covered across four different EPs—folkloric, soulful RnB, pop—we ensured that the visual identity created a thread through all of the releases which would tie them back to the larger conceptual framework underlying the series. Although each EP stands on its own as a complete work, the series as a whole offers an additional layer of nuance.
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