LP re-design and art direction for 1989 (Taylors Version)

Based on new / old lyrical content, and information released by Taylor Swift herself I aimed to create an entirely new and modern concept for the newly released album, 1989 (Taylors Version). With thorough research and analysis of the album, my version breaks down the concepts of moving on, friendship, and heartbreak through detailed design and campaigns.

“Took our broken hearts, put them in a drawer.”

— Taylor Swift, “Welcome to New York”

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“I know places we won't be found, and
they'll be chasing their tails trying to track us down”

— Taylor Swift, “I Know Places”

LINER NOTES

Specific locations symbolic to this era are connected to certain songs that the listener can interact with while viewing lyrical content.

Campaign

It is known that Taylor Swift’s large and dedicated audience are committed, loyal, and investigative. How can we create talk through action?

Event: Exclusive Swag Bag Giveaway + Scavenger Hunt in New York City

  • Fan will receive a sticker postcard and would visit specific 13 locations to collect 1 sticker per location. These locations are symbolic to the ‘1989’ era, and Swift’s career.

  • 1,313 swag bags will be given out free of charge.  

  • Event Duration: 3 Days, or until supplies run out.

COLLECTABLE STICKER POSTCARD

Fans will receive one postcard to collect all 13 stickers at select locations. These locations range from small businesses to non-profits around New York City.

FRONT

BACK

Once all 13 stickers are collected the fan can return back to home base to redeem an exclusive 1989 ‘Taylor’s Version’ themed swag bag.

ITEMS:

  • 1 Signed Exclusive Photo Card

  • 3 Exclusive Polaroids

  • 1 Tote Bag

  • 1 T-Shirt

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