Our Work
“LTC was an intregal part in making the SOLID brand synonymous with cutting edge design, attention to detail and a professional image.” - Justin Levenson, former SOLID president
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Lori McKenna Lorraine

Next Project
Lori McKenna, Lorraine Identity Creation
Limited Edition CD packaging
CD Packaging Interior & Disc Artwork
Branded Website Design
The Opportunity: Universal Music Publishing Group Nashville was ready to reintroduce Lori McKenna as a recording artist. Although the singer-songwriter had written songs recorded by Faith Hill, Tim McGraw, Mandy Moore and Sara Evans, Lori needed to be rebranded as a performer. UMPG Nashville asked Latocki Team Creative to design a limited edition and regular release CD packaging and website, LoriMcKenna.com, to help launch Lori's new branding.

The LTC Approach:
When we reviewed Lori's CD and the materials she had collected for the packaging, we realized that this was an intensely personal project. The album, titled "Lorraine," was to be named after Lori's mother and dedicated to her sister-in-law, Nancy. Lori wanted the album's art to feature some of Nancy's photographs, including ones that Nancy had taken of Lori. We decided to enhance the personal nature of the project (and invite the viewer into Lori's life) by giving the album art a scrapbook feel. For example the limited edition featured a photograph of Lori's mother in a boat which was glued onto the package and embellished by real photo corners.

The Results:
  Lori McKenna and Universal Music Publishing Group Nashville are pleased with the project and excited about using this limited edition CD and website to rebrand Lori and relaunch her career as a performer. Visit her recently-launched website at LoriMcKenna.com.
Client: Universal Music Publishing Group Nashville
Release date: January 25, 2011
 
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