2024[Album Campaign]
2025[Design System]
2024[Album Art]
2025[Album Art]
2025[Merch]
2024[Artwork]
2024[Poster]

2025
2025
2024
2024
Ongoing
Ongoing
Ongoing
2024

BONUS FEATURES
SKETCHBOOKS
PLAYLIST
THE SPACE BETWEEN THE TRACKS

Today is

VISUAL COMMUNICATION GRAPHIC DESIGN ART DIRECTION PUBLICATION
ALL IMAGES © IgorPratoLuna2025

[COMMISSION]

THE BABY SEALS - CHAOS

[Full album release campaign]
/2024

THE CLIENT

The Baby Seals are a Cambridge-based punk trio known for their raucous energy, feminist lyrics, and tongue-in-cheek humour. Describing themselves as “Spinal Tap with tits,” their music blends pop-punk hooks with garage grit, tackling everyday female experiences with wit and volume.

THE PROCESS

Approached via Trapped Animal Records, the band commissioned a full visual campaign for their debut LP Chaos — from album artwork to singles, merch, and publicity materials. With little existing branding, this was a rare opportunity to build an identity from the ground up. I began by immersing myself in conversations with the band, record stores, and band archives, creating moodboards from clippings, reference images, and visual ephemera to help the band refine their direction.

SINGLES

Three singles — ID’d at Aldi, Invisible Woman, and Vibrator — were released ahead of the album. Each had its own cover design but shared the core visual language: bold typography, fisheye photography, and a playful yet assertive tone.

ALBUM ARTWORK

The final album artwork drew on the grammar of traditional covers — bold typography, structured layout, posed portraits — but disrupted it through warped fisheye photography and satirical costume choices. The result is a cover that feels instantly iconic, equal parts homage and parody, perfectly mirroring the band’s humout, bite, and larger-than-life attitude. It’s a visual shout — loud, bratty, and unapologetically fun — perfectly matching the energy of Chaos.

VARIANTS

To promote limited edition vinyl and cassette runs, I developed alternate covers with handmade textures, stylisations, and Xerox-inspired treatments — nodding to classic DIY punk aesthetics while staying true to The Baby Seals’ playful edge.

MERCHANDISE & POSTERS

A series of posters and merch items extended the campaign — including t-shirts and tote bags featuring photographic starburst motifs and adaptable gig poster templates for promoters to customise.

The campaign gave the band a unified, recognisable visual identity. The Baby Seals have since adopted this aesthetic as their ongoing branding, and the merch continues to be produced and sold throughout their 2025 tour.

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