Visual identity elevates album launch
Every now and then, a project arrives that feels less like a commission and more like a calling. Working with the powerhouse that is Felicity Lawless on her new album Tiger Risingwas exactly that—a creative alignment that grew far beyond a single piece of artwork. Felicity initially approached me to design the album cover, but as I immersed myself in the music, lyrics, and energy behind the project, it became clear that this album wasn’t just another release. Tiger Risingis a true level-up—raw, empowered, expansive—and it deserved a visual identity that honoured its depth while elevating the launch in a bold, memorable way.
Building the Tiger Rising Sub-Brand
The central album artwork was hand-crafted using digital painting and illustration techniques on iPad with Apple Pencil. Illustration is where my creative path began long before my professional design and branding career, and bringing that skill into this project felt natural and deeply fulfilling. The final image depicts Felicity with the energy of the tiger flowing through and beyond her—an expression of her creative power during the writing and recording process. The artwork is uplifting and empowering, mirroring the nature of the music itself.
As the artwork evolved, the project naturally expanded into a full sub-brand that sits alongside Felicity’s established identity. This included:
A secondary emblemmerging a tiger with a feather—bringing together the spirit of the new album with the feather motif found throughout Felicity’s existing brand and stage presence.
A custom logotypewith subtle world-music influences, echoing the global nature of her sound.
A cohesive visual language, including colour palette, typography, and visual styling that express strength, mysticism, and uplift.
The intention was to help Tiger Risingstand proudly as its own entity while still feeling seamlessly connected to Felicity’s artistic world.
Rolling It Out Across Every Touchpoint
Once defined, the brand was applied across:
CD and vinyl packaging
Social media assets and digital launch visuals
Website banners
Merchandise and promotional materials
The goal was simple: create consistency, recognisable presence, and a strong sense of celebration around the album’s release, giving it the professional visual foundation it deserved.
A Collaboration Fuelled by Spirit and Creativity
Working on Tiger Risingwas a reminder of why I love this work—helping artists translate their inner worlds into visuals that feel true, intentional, and resonant. Felicity’s music carries a wild, heart-led magic, and this album pulses with that spirit.
If you’d like to support Felicity and experience Tiger Risingfor yourself, the album is available exclusively through her website. This is a deliberate choice—a stand against the injustice of modern streaming platforms and the exploitation of artists. Purchasing directly supports her craft, values, and creative independence.
Explore and purchase the album here: www.felicitylawless.com.au
Honouring the Craft of Hand-Made Art
The artwork for Tiger Risingwas created the way art should be—by hand, with intention, presence, and heart. Using the iPad and Apple Pencil, I painted every detail myself, without relying on AI or generated imagery.
Illustration is where my creative path first began. Before the branding, before the strategy, before the client work—there was drawing, painting, and storytelling through imagery. Returning to this process feels like coming home. It’s a craft I’m consciously inviting back into my practice, and Tiger Risingopened that door in a powerful way.
If this project resonates with you and you’re interested in bringing depth, symbolism, creativity, and intention into your own brand, I’d love to connect. Discover more of my work — and let’s create something meaningful together.