The Remedy
Boyz II Men is a four-time Grammy Award-winning R&B/soul group from Philadelphia, Pa. Founded in 1988, Boyz II Men is the most successful R&B male vocal group of all time, having sold more than 60 million records.
Client's goal: Art design for The Remedy CD cover and CD label to follow design theme established by Technetium Creative for the group's previous two albums, Winter/Reflections and Throwback. Technetium Creative won the Silver ADDY Award for Winter/Reflections in the Sales Promotion: Packaging/CD, DVD, VHS or Cassette category.
Awareness: The deeply textured, atmospheric art design for Winter/Reflections and Throwback created a consistent brand identity for Boyz II Men that complemented the group's timeless sound. In designing The Remedy, Technetium Creative used the title as inspiration. Design elements incorporate an old-fashioned medicine bottle and scrolling lines in a palette of black and antiqued browns and beiges. The logo on the bottle's label is also used on the Home page of the group's official Web site, www.boyziimen.com.
Affinity: Consistent album art design with a strong theme reinforced audience identification with Boyz II Men as the music industry's premier R&B/soul artists, and has helped the group maintain a high profile in an extremely competitive environment. The design theme also represents a reconnecting with existing fans as the group reintroduced itself to the United States market.
Action: Compelling cover art called attention to the album, providing an additional impetus to sales spurred by the studio's marketing efforts and excellent reviews from music critics.
Analytics: Boyz II Men was signed by Universal Records soon after the album's release. The group continues to record and tour as it wins a new generation of fans.
