All Reitz Reserved is the musical project of the inspiring electric violinist Chris Reitz, which we were extremely honoured to work with!
As the son of a violin maker, this guy has been soaking in music since a very young age. He is now a very talented musician who created his own style, combining the poetic sounds of violin with the bolder, infinite possibilities of electronic music and effects such as the loop. The first time we heard him play was together with another band we worked with, called Zero Point Five. It was truly captivating to listen to, as Chris managed to bring a very special element to the performance with his crazy electric violin.
From that moment on, we had our eyes on him! So when he contacted us to work together a few months after that, we were obviously more than excited about it. Chris had plans to launch some new music, so it was a good moment for his solo project, All Reitz Reserved to get a good re-brand. Not just to make this new launch attractive, but to also finally have a visual image that truly represents him as an artist, for then and years to come.
To get started with this project, we made Chris go through our branding questionnaire, to get to know some of his goals but also exactly what his music represents to him and what gives him the drive to bring it forward. Stylistically speaking, one of the main things we pulled out together was the quest to represent the interactive duality between the analog (violin) and the digital (electronic process).
His future album itself, would represent that as it was to be called “Electric / Eclectic”. So we actually brainstormed on these two words quite a lot, to end up with a mood board with lots of visual inspiration for our design process.
Artistic – Interactive – Progressive – Modern – Elegant
The main element that actually tied it all together was the texture of the holograph. A holographic texture is one that feels interactive yet unpredictable. It reflects hidden streaks of light as it is being shifted around, and in that way it can be interpreted as modern but it also has a retro feel to it (remember those funky holograph stickers from the 90’s?). In that way, we got to research all kinds of materials that have that holographic aspect to them or that contribute to this game of light, such as tinfoil.
Tinfoil was a bit of an eye-opener. We experimented with it photographically, folding it and using it as a reflective surface and it looked pretty interesting! Then later in the process, we discovered an interesting trivia fact.
Tinfoil is what was originally used to record sounds.
Intriguing coincidence isn’t it?
As part of this project, it was also necessary to re-create a logo for Chris. We figured out that as the rest of his visual materials would remain strong, the logo itself should remain simple, minimal and yet still have a bold personality. So we designed his logo based on a bespoke font treatment with unexpected slants, representing the surprising turns in his music. This later on inspired the rest of the typographical work around his overall brand, which we combined with a contrasted dark/light color palette and all kinds of hints towards the tinfoil concept we spoke about earlier.
We also applied these principles when creating a very minimal yet intriguing design for his album cover, “Electric Eclectic” was also a lot of fun & continuous creative research. Photographs of Chris taken by photographer Tom Di Maggio were also incorporated, which we edited slightly to fit with the design.
We also had the chance to work on some cool merch & accessories during this project. We played around different designs which re-interpret the idea of the foil (this time with either its colors or its folds) and we came up with various ideas for tote bags and t-shirts. It’s so much fun seeing the brand come together so well at this point!
At some point we also had the idea to create some poster prints using holograph ink. We also didn’t get to design Chris’s website, but I definitely hope we’re going to create some more of those cool prints in the future, as well as more exciting materials for his upcoming projects.
You can discover Chris’s music here – we highly recommend you have a listen, it’s really unique!