Gustaf Fjelstrom
Gustaf Fjelstrom
Creative Direction + Motion + Design

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The Peripheral Arc : Volume I

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My Own Worst Enemy

 

The PERIPHERAL ARC : VOLUME I is the new album from ambient / electronic / post-rock artist Gustaf Fjelstrom (far and away my WORST client). I needed full-spectrum coverage of all deliverables—vinyl LP, compact disc, digital, posters, stickers, and t-shirts.

 
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THE TASK

The music for THE PERIPHERAL ARC : VOLUME I was created over the span of fifteen months—something defintiely not afforded to the album art direction. The artwork needed to be tightly knitted to the tone and feel of the music as well as extensible enough to cover the Kickstarter campaign assets and rewards.

 
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THE CONCEPT

As instrumental music goes—this music isn’t “about” anything—but I still needed to come up with an over-arching narrative to weave all the elements together. The project didn’t even have an album or song titles prior to the visual design phase… so everything was built from the ground-up.

 
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THE PROCESS

Self-directed projects such as these can be a bit of a mind-freak, so it was important to stick to the process. Extensive mind-mapping helped shape the conceptual direction. Mood boards set the trajectory for further exploration, while rapid thumbnailing and progressive iterations helped me refine the vision.

 
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THE RESULT

The end-result is the visual synthesis of the album’s ambient / electronic / post-rock contents. Its the aural made tangible, and the physical expression of that vision.  Or, in the three-word review by Vinyl Army:  

“Stunning Ambient Rock”.
 
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