Concept: Smithsonian Folkways Anthology of American Folk Music
Class: Emotional Branding with Drew Hodges
Year: 2016

The design aesthetic of existing Smithsonian Folkways work is an accurate portrayal of its important archival mission—to record and release the work of musicians who represent and constitute a cultural heritage.

The assignment, to redesign the Anthology of American Folk Music box set, provoked a rethinking of what American folk music can, or should, look like. Because the box set for this assignment was a hypothetical reissue of Harry Smith's classic 1952 compilation, I modernized the design of the packaging without sacrificing authenticity in the typography, colors or patterns, all of which were inspired by the cultures of the broad American landscape that engendered the music contained within.