Roosevelt.
Social Media Assets, Motion Graphics & Artwork | Always Create
Marius Lauber (Roosevelt) is a dedicated musician drawn to all forms of dance music. From yacht rock and Balearic textures to euphoric house and deep techno, his music's warm emotional quality captivates listeners.
Roosevelt’s music is meant to make people feel lost in the moment during the catchy and emotional moments of the song. It’s something listeners can dance to, feel inspired, and keep their creative flow going.
His noteworthy works include the breakthrough "Elliot EP," the impressive debut album "Roosevelt," the bold and addictive follow-up "Young Romance," and the daring upcoming album "Polydans." His latest release, "Polydans," features five singles, including "Feels Right," "Strangers," and "Lovers."
Roosevelt.
Commercial Messaging, Motion Graphics & Artwork | Always Create
Marius Lauber (Roosevelt) is a dedicated musician drawn to all forms of dance music. From yacht rock and Balearic textures to euphoric house and deep techno, his music's warm emotional quality captivates listeners.
Roosevelt’s music is meant to make people feel lost in the moment during the catchy and emotional moments of the song. It’s something listeners can dance to, feel inspired, and keep their creative flow going.
His noteworthy works include the breakthrough "Elliot EP," the impressive debut album "Roosevelt," the bold and addictive follow-up "Young Romance," and the daring upcoming album "Polydans." His latest release, "Polydans," features five singles, including "Feels Right," "Strangers," and "Lovers."
The Mission
Create social media assets as part of Roosevelt's marketing campaign for his album 'Polydans' with animation reels, artwork, and posters.
Client, Role & Challenges
The Client — Marius Lauber, Roosevelt, Germany |
Always Create, London, UK | 2020 - 2021
Christina commissioned me to design vibrant social media assets for Roosevelt's singles, including the double single "On My Mind/About U." I aimed to capture the essence of music flowing through us while reflecting his modern pop, 90s nostalgic sound. The designs must match his aesthetic but remain bold and distinct from his previous work.
Project Goals & Challenges
Creating artwork and motion graphics for Roosevelt presented an exciting challenge due to his expectations and established reputation. However, by combining innovative design with a deep understanding of his artistic vision, I produced visuals honouring his brand while pushing creative boundaries to deliver something fresh and compelling.
The Team — Ben Ballantyne, Creative Designer | Christina Banjo, Creative Director of Always Create
In collaboration with Christina, I was responsible for producing and delivering motion graphics, artwork and posters to Roosevelt's team to review, allowing us to make any necessary revisions. Roosevelt's team provided the logos for 'Roosevelt', 'Polydans', 'Strangers', and 'Lovers'.
Strangers
Art Direction
I received a 15-20 second snippet of the song, featuring both an instrumental version and one with vocals. The drums and bass created a catchy groove, while the synths and guitars added a lively, dreamlike vibe. To encapsulate that 'outer world' atmosphere, I envisioned soundwaves moving around as a 3D background aesthetic.
I developed a 15-second teaser without lyrics focused on atmospheric sound waves. This led to a 20-second advertisement with lyrics and an 8-second Spotify Canvas. "Strangers" currently has over 38 million streams on Spotify, making it his most popular track.
On My Mind/ About U
The Big One
I was commissioned to create artwork for Roosevelt's follow-up to Polydans with the double single On My Mind / About U, which would be released on vinyl alongside a motion graphic and tour posters.
"Sometimes, I feel like you can't see what's on my mind because it feels like a blur in my head, and I can't get out what I'm trying to say to you".
The above quote was taken from a conversation with my partner inspired the idea of experimenting with gradients to create an atmospheric artwork that symbolised being unable to see what was on one person’s mind.
Art Direction
Design Process
After much experimentation with texture, colour, gradients, design layout, and typography, the client chose an atmospheric and ethereal design that would resonate with listeners. Inspired by 90's art and the Polydans record, the visuals invoke a feeling of warmth and nostalgia.
The artwork was designed to visually represent the atmosphere and sound that permeate the track. This was via background colours depicting an ethereal streak of light across the sky, mirroring the music's celestial quality.
Impact & Results
"I really like his ability to come up with new ideas that you would not have thought of."
Christina Banjo - Creative Director, Always Create
"I worked with Ben on a few branding and design projects, he communicates really well, understands the briefs and deliverables and works efficiently to provide ideas and solutions. I really like his ability to come up with new ideas that you would not have thought of. I highly recommend him for any future design and exploration projects."
The Results
Since the release of 'On My Mind / About U', the double single has accumulated over 2 million streams on Spotify, and almost sold out its vinyl copies. Additionally, creating artwork and social media assets for "On My Mind/About U" sustained a consistent level of buzz and excitement around Roosevelt, which was well-received by his fans. Creating animation reels that were used as social media assets effectively captured the energy of each track, contributing to 38 million streams for "Strangers."
