Kylie Tension

KYLIE TENSION
CAMPAIGN DIRECTION & DESIGN

With its finely honed pop sensibility, the album called for a visual world that felt dazzling, hyper-saturated, and (as with all of Kylie’s work) iconic.

Beginning with the artwork for the album’s anthemic hit single ‘Padam Padam’, we developed a visual and graphic language that carried across the full campaign – spanning artworks, merchandise, visualisers, live shows, and more. 

Our wide-set ‘Padam’ wordmark is used across the entire Tension universe – sitting alongside our Kylie ‘pulse’ logotype on the album cover and appearing throughout our designed merch.

Coinciding with the Tension launch, we also designed and animated a suite of lyric videos, featuring bespoke type and motion treatments for standout tracks from the album.

For Kylie’s follow-up release, Extension (The Extended Mixes), we designed and produced an elevated 2LP package – featuring a gatefold sleeve with custom colour separations in neon pink and green, metallic detailing, and matching splatter vinyls.

Design direction, Creative direction, Artworks, Merchandise, Visualisers, Live shows, Album releases, Single artworks, Visualisers, Lyric videos, Show direction, Live appearance visuals.

Year: 2023