Yearning for the Infinite is an ongoing project by the influential music producer Max Cooper. His work goes beyond science and sound, into 3D visuals and much more.
Yearning for the Infinite is "Max's most expansive project to date - an audio/visual rendering of our obsession with the unobtainable".
Our role on the project was to create a brand identity to communicate Max's concept, that took two years in the making, and contained multiple artists' works.
The brand needed to shift and morph with application from international promotion to following brand guidelines set by venues.
For the album itself, Rennick Bell's artwork was the centrepiece and used across vinyl and CD. Rennick's work is highly experimental; using predominantly code to create music and art. This starting point gave us the concept of 'code', where we adapted the code you are looking at right now, which we use as a base to style elements.
After listening to the album many times and viewing many of the installational visuals, we chose a few elements of the work that would resonate across the project. One of these ideas was 'order in chaos'. We love the use of mathematics in our work, as we know that physical aesthetic beauty is predominantly based on mathematics. From these findings, we created a grid system that progressively transcended into finer ratios, communicating the infinite. With the grid complete we then aligned graphic elements precisely, to create a representation of ordered chaos, very much like the universe itself.