Sound and vision
Interpreting music heritage
G–A have worked with multiple artists and divisions across Universal Music Group.
We have a long-standing history of working with bands, artists and musicians specialising in merchandise and apparel design. Recent bands include The Who, Elton John, The Sex Pistols and 5SOS.
We provide a broad range of services from web design and development and live event marketing through to album packaging and apparel and product design.
We were asked by Bravado, Universal's merchandise division to create a licensing style guide and range of apparel for The Who. This iconic band required a modern take on their existing merchandise range, exploring new shapes and garments from the world of high street fashion.
What we did
Exploring a vast visual archive and working with key graphical and photographic assets, we produced multiple designs for a broad age demographic. The product themes chimed with their musical output from Quadrophenia and My Generation through to Substitute and Who are you? to create a bold and comprehensive product range.
The Sex Pistols
G–A were briefed by Bravado to work on 30 product designs which showcase classic Sex Pistols artwork from Never mind the Bollocks and God Save the Queen to The Pistols logo and beyond, alongside the less used artwork. The designs were creative in terms of garment use, print application and fabric treatments.
When picking shapes and silhouettes the design team explored a vast array of key fashion destinations for the most contemporary product so it didn't just look like retrospective. This is about taking The Sex Pistols forward.
Creation of a comprehensive apparel range
Interpreting design heritage
Sex Pistols art speaks for itself, the brief isn’t to change or reinvent the brand, it’s about delivering a truly comprehensive range which is both authentic to punk fashion and showcases the incredible rich bank of assets available with this license. Punk is all about creativity, anarchy, originality, pushing boundaries and product design should reflect this while staying true to the brand.
G–A continues to work on Universal Music's vast roster of iconic artists and musicians, interpreting and elevating design for an ever-changing and evolving commercial market.