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48 States Away

Creative Lead: Singer, Songwriter, Co-Producer, Creative Director

Move minds. Shake behinds.

My journey into advertising started well over 20 years ago with a high school band and a dream. 


From false starts to breakups and years of writing and performing to impossible-to-believe successes—music kept me exploring, testing and learning about craft, technology, mental health care, leadership and managing relationships. 


As an independent artist, it all starts and ends with you: Writing, recording, producing, promoting, and of course, performing. This case study is focused on our latest release, Lead the Way, which saw an eight-year hiatus and nearly as many years writing, recording and releasing new material. 


Take a look at how it all comes together.

Roles

Band: A. Santiago, C. Woolley, R. Lozano III


Creative Director: A. Santiago


Art Direction: A. Santiago, J. Mack


Design: J. Mack, A. Santiago


Photography: C. Valentino

48 States Away Live Performance (Full Set)

Products & Select Promotional Materials

    Brand Guidelines & Design System

    Assembling the Pieces

    Inspiration

    Photography Inspiration

    Design Direction

    What eventually became the band's mark was originally a quick snow sculpture I made in Colorado Spring during a trip with our drummer.

    Design Direction

    Photography Inspiration

    Design Direction

    The pieces began coming together with early concepts ending as the name of the album and the visuals influencing different promotional posters, performances and final album.

    Photography Inspiration

    Photography Inspiration

    Photography Inspiration

    While in New York City, I saw this incredible exhibition at the National Museum of the American Indian, which inspired the celebration of all of our tribal heritage (Taîno, Cherokee and Mayan)


    Photography

    Experimentation

    Photography Inspiration

    In collaboration with up-and-coming Lakeland photographer, Chris Valentino, I directed the photoshoot to build a bank for future materials.

    Personality

    Experimentation

    Experimentation

    After 20 years of making music together, we also wanted to take the opportunity to show our sillier sides to balance the heavier photo direction.

    Experimentation

    Experimentation

    Experimentation

    We wanted the photographer to play and explore, so he experimented with multiple scenes, actions and moods.

    Final Photography & Promos

      "Wake Up" Video

      See Even More

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