Need

Legendary R&B group Boyz II Men had matured into a career that is all too rare in the music industry. The group’s staying power testified to its talent, dedication and wide fan base. Celebrating almost 20 years in the music business, Boyz II Men wanted to position appropriately – as the embodiment of the finest old school vibe and values. Album art is essential to reinforcing this image.

Background

Boyz II Men first approached us in 2004 to design album art for "Throwback." We have since designed Boyz II Men’s "Winter / Reflections" double disc set, "The Remedy" and "LOVE," which was released in November, 2009.

Strategy

Throughout the various Boyz II Men albums, our design theme has remained consistent in conveying the group’s unique significance in the music industry and American culture. Beginning with "Throwback," the use of deeply textured imagery, colors and typography has established each album with an identity that sets the visual tone for its theme while maintaining a graphic continuity across all albums.

Action

The most recent album, "LOVE," is a collection of timeless love songs interpreted by Boyz II Men in their distinctive vocal style. Conveying the essence of the album’s concept into an artistic reality that is original, classic and romantic involved a charm bracelet that incorporates photos of the group’s members, and the word love in myriad languages and typefaces.

Result

"LOVE" reached the top 20 of Billboard’s R&B/Hip-Hop Albums chart, while Boyz II Men is enjoying tremendous success on their United States and Great Britain tour. The group has made several network TV appearances in support of the album. The "LOVE" album art also has been adapted by Decca as an ecard that streams the single, "I Can’t Make You Love Me," and features a video about the making of the album.