Better

The brief

Låpsley's fourth album was her first as a fully independent artist, self-released on Her Own Recordings. No label creative team, and no agency layer between the brief and the finished work.

The album identity was built on hand-cut woodcut engraving, carrying Låpsley's Scottish heritage and the meaning of her family name, Fletcher, arrow-maker, through a border of carved figures, arrows and knotwork. The lyric video had to take that static print language and give it timing without making it look digital.

Better is about meeting someone that makes you want to change your life. A good partner or friend holds up a mirror in the most beautiful and vulnerable way.Låpsley

The campaign

The same decisions carried into the physical release. Signed sleeve, signed print, a hand-written lyric card, a scented candle in two formats, matches, chainmail and stickers. A merchandise range for an artist with no label warehouse behind it, so every item had to read as part of the same record rather than as branded stock.

I built the sets, styled, lit and shot the range myself. Slate, scorched wood, pine, eucalyptus and an arrow, so the props carry the record's language rather than the candle category's.