Debbie Ladas (graphic designer)

A440: FROM PRIMAL SCREAM TO SWAN SONG

OBJECTIVE

Tell the story of your brain on music and highlight the degree to which music is an integral part of what it means to be human. A paper promotion for Synergy paper.

CONCEPT

The title A440 is the frequency of note A above middle C and serves as a general tuning standard for musical pitch. From Primal Scream to Swan Song expresses how music is a fundamental part of what it means to be human from birth until death. Rather than traditional chapters, the book format mimics that of a song and begins with verses which are relatively quiet and builds to a visual chorus in the middle and back out through the verses. The type itself is expressive of music: to display the crucial aspect of “tension and resolve” that occurs in musical composition, the body copy blocks are at strong tangents with the paper margins to pull you forward through the piece.