Jeremy Garcia: The National - 2020 Tour Branding

TCW

In 2020 I had the opportunity to join a NYC based studio - The Collected Works. Not only are they a rad group - they have some of the most interesting projects in music and tech. I feel very lucky to have spent time in their NYC office

Branding a tour

After finishing the tour for the album, “I Am Easy To Find”, The National wanted to create a new look for their 2020 tour. This tour would not be connected to a specific album and needed a unique voice.
‍
The concept for the branding was inspired by their prior album, "Sleep Well Beast", which was a perfect example of a straight-laced, corporate look you might see in your average day job.

We used tools that would exist in an office (mainly a xerox machine) to create a more DIY, rough feeling. With a xerox machine, we warped and stretched the type until we came across elements we thought would be interesting to use.

Xerox copies used for logo and other design elements. We dragged type across the copier to create the warped text.

Close up on the details of the poster.

“I'm digging the design, especially the font choice. can't wait to get it on a poster! (or shirt! or both!)”
- Reddit Commenter

The initial pieces of this campaign were released, but unfortunately COVID canceled the tour.