One of the main challenges we considered when we first started working with Sue, was how we could convey both the personality of Sue herself as the artist and the concept of a new album ‘Quirky Homemade’ in a stand out visual style. The album needed to stand out in a crowded online marketplace. An image can influence ears before a ‘play button’ is even pressed so, in Sue’s case, it was vitally important to get across the tone of the album in the visuals. Our inspiration came entirely from the tracks on the album. Sue’s music is incredibly evocative and led us to imagine scenes where pots and pans came to life and began to dance. It seemed obvious, that the visuals should start to move with the sounds on the album, after all; the visual identity of ‘Quirky Homemade’needed to be just as catchy as the music itself. Animation can be a powerful tool when injecting personality in design. Not only does it draw the eye, an animated object conveys emotion far more effectively than a flat image. It provokes a feeling, and a response in the viewer that engages them, it encourages them to discover more- what exactly does a watermelon sound like?