Animal Years, a Brooklyn-based indie-folk band, is one of my favorite bands, but I’ve noticed their self-promotional branding has taken a direction that may not be in their best interest. Their music, which falls within the indie-folk genre, often overlaps with other artists who blend folk with a bit of stomp and holler, as seen in their recent tracks.

The imagery used for their debut album, Sun Will Rise, is understandable—it’s their first album, and the sunrise/sunset imagery fits the theme, though it feels a bit on the nose. For their second album, Far From Home, the artwork depicts children playing in the woods, which aligns well with the album’s concept. However, the imagery itself doesn’t quite capture the aesthetic typically associated with indie-folk music.

Indie-folk is a genre known for its creativity and variety of artistic styles. With so many unique approaches within the genre, it would make sense for Animal Years to embrace these visual styles rather than distancing themselves from them. A more cohesive visual identity that aligns with the musical style could help strengthen their connection with the audience and elevate their brand.

o better understand the band’s personalities and the intentions behind their albums, I immersed myself in interviews where they shared personal stories and insights about their music. These anecdotes offer valuable context that can inform the design process. For example, the song Caroline was written during the lead singer’s journey home through North Carolina, reflecting on someone he hadn’t seen in a while due to his touring schedule. Another memorable reference comes from guitarist Anthony, who directed the music video for Friends. He describes the song as a reflection of his childhood, capturing the carefree moments of playing with friends, where the only sense of time was marked by the sunset.

The “Sun Will Rise” album explores the theme that no matter what, there is always another day ahead, and that things can always get better. The design reflects this optimistic concept, incorporating phrases like “When God closes a door, He opens a window.” Within the window, an image of a person with a rope around the sun symbolizes someone continually chasing tomorrow, while the imagery behind the door features the valleys of Baltimore, the lead singer’s hometown, which heavily influenced the album.

For their second album, “Far From Home”, the focus shifts to friendship and childhood. The illustrations depict carefree moments of childhood play, where time is irrelevant and heavy concepts are left behind. These playful scenes represent a simpler, more innocent time.

The use of color in the designs allows for flexibility across albums—each album can have its own distinct color palette, creating variety while maintaining a consistent and progressive visual identity.

n addition to the main album design, I applied the illustrations from the album cover to various promotional materials and merchandise. The artwork creates its own grid, allowing me to incorporate text in a way that feels cohesive and natural. For example, I designed posters for the band's tour dates and for specific venues. Using the band's actual tour locations and dates, I was able to create highly accurate posters that closely reflect what they would have looked like if the band had followed this approach.

The illustration also provides the color palette for the accompanying text—any other colors would feel out of place within the promotion. The flexible nature of the illustration allows it to take up as much or as little space as needed, whether for a minimal on-location poster or a more information-heavy tour dates poster. To avoid repeating the front cover design, I used the secondary illustration (from the back cover) for the promotional posters, ensuring the album’s design style is represented without redundancy.

Additionally, the illustrations can stand alone as artwork, so I created gig posters for sale at concerts, the band's online store, or other outlets. These posters offer a unique appeal to fans who may be drawn to the artwork itself, helping to promote the band indirectly through its visual identity.