Print | Jason Malmberg. Design. Direction. California. https://jason-malmberg.com The Graphic Design of Jason Malmberg Fri, 12 Apr 2024 23:48:35 +0000 en-US hourly 1 https://wordpress.org/?v=6.6.2 https://jason-malmberg.com/wp-content/uploads/2019/06/cropped-Asset-3-32x32.png Print | Jason Malmberg. Design. Direction. California. https://jason-malmberg.com 32 32 Cadre: Inside the Black Panther Party https://jason-malmberg.com/project/cadre-poster/ Mon, 23 Oct 2023 22:30:42 +0000 https://jason-malmberg.com/?post_type=project&p=987507375 Poster for Cadre: Inside the Black Panther Party from director John Mounier. It's about the internal fight for control of the party by David Hilliard.

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Cadre:Inside the Black Panther Party movie poster by John Mounier for Mounier Media, designed by Jason Malmberg

Cadre: Inside the Black Panther Party

Cadre: Inside the Black Panther Party is an upcoming documentary from John Mounier’s Mounier Media . It’s a personal and revealing story about the internal fight for control of the Black Panther Party during its rise and fall, as told from the inside by one of the few people who was there from the beginning — founding member and National Chief of Staff David Hilliard.

For the look I brought in a palette associated with Black Power and African-American political movements, with a muted matte black to give a nod to film posters from the 1970s, the height of the black self love era. I wanted to make an association with films of that era without sinking too much into retro kitsch. I then treated file photos and news clippings of the era to give them a historic heft visually and arranged the collage to mimic the iconic Black Panthers symbol, but a bit more jagged and fractured, to suggest the tenor of the subject matter.

I’m really excited to see the final cut of the film. So far the footage I’ve seen has been really gripping.

Client: Mounier Media
Role: Creative/Art Direction, Collage/Photo-illustration, Design

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The Little Book of Rock and Roll Wisdom https://jason-malmberg.com/project/rock-and-roll-wisdom-illustrations-by-jason-malmberg/ Sun, 28 Oct 2018 17:40:39 +0000 https://jason-malmberg.com/?post_type=project&p=987507581 The post The Little Book of Rock and Roll Wisdom appeared first on Jason Malmberg. Design. Direction. California..

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The Little Book of Rock and Roll Wisdom by Crispin Kott and Mike Katz. Cover illustration by Jason Malmberg. A collage of music ephemera, including ticket stubs, cassette spools, unwound tape, 45 adapters and more forming the shape of a wise scholarly owl

The Little Book of Rock and Roll Wisdom

If I may name drop and schmooze Bobby Bittman-style for a moment, Crispin Kott is a close, personal friend of mine. Kindred spirit music dorks with a taste for BritPop and RiffTrax, it was all but predestined that we’d eventually work on something together. That opportunity came fall 2017 when he asked if I thought I could pull off editorial illustration. He and writing partner Mike Katz were prepping a volume of quotes, anecdotes, lists and other curiosa pulled from 50+ years of rock and roll history. The Little Book of Rock And Roll Wisdom was fast taking shape and it needed some artwork to give it all a look and feel to help tie together so many different vibes and voices. You had several hundred pages cataloguing everything from Mick Jagger’s thoughts on men’s footwear to Gene Simmons’ very canine estimation of his own libido, so naturally you’d want something to make it all feel of a piece. Of course I was in, but was this something I could do? Not just was I available, but was I capable? And to put things in reverse for a second, if I was capable was I even available?

Further Complications

2017 was a pretty crazily productive year, with marquee projects like the California State Fair anniversary poster, my first-ever piece for Metallica, several gigposters for Kings of Leon, a pretty demanding day job, a side gig designing a magazine every other month, and all the other short bursts of side work that kept me in bread and jam. After all that, I was coasting into November of that year on fumes. The parts of me that weren’t physically drained were mentally and creatively spent. And now I was going to take on 4 and a half dozen distinct illustrations in a style I’d have to come up with (I always design with an eye toward what the project needs rather than my own whim) for a form I’d never really worked in. Sure, I’d done some spot illos for magazines and newspapers here and there, and what are my gigposters if not illustrations but still, the thought of committing myself to something like this was daunting to say the least. Still, it was too plum a gig to not take on. I’d accept the gig and then figure out how to do it. Throw my hat over the fence, as it were. A philosophy that has guided more of my career than is probably safe to admit.

OK, So What The Hell Do I Do Now?

I needed to figure out a style for this thing. I pride myself in not having a set style to sell, preferring instead to work in whatever style feels like a good fit for whichever project I’m working on at the time. Sure, there’s commonalities in my work that come across to give my stuff a kind of look, but I’ve never been all that interested in being “The Guy That Does X Thing”. There’s just too many things I want to do in my work and, besides, they say dancing is just anything you can do twice, so if I am going to have a “style” let it come from there rather than working in a visual schtick.

I decided to start—quite literally—at the start. They never asked me to design the cover, I wasn’t contracted to design the cover, and in fact they already had someone in-house that does that. But for my won sake of finding the right way “in” to this project, I decided to design a cover.

The name drove a lot of where I’d go with it. “The Little Book of Rock And Roll Wisdom” conjured all kinds of stuff in my brain: first grade workbooks, PBS shows from when I was a kid, Golden Books…especially Golden Books. It might be a bit pat, but what about an owl? That’s pretty universal, ties into the concept of “wisdom”, and there are endless ways to work music ephemera into its design. So that’s what I did: a wise old owl, with cassette spool eyes, a guitar pick nose, unspooled tape and concert tickets for plumage, and 45 adapters for feet. Some of the tickets used even belonged to the authors, giving things a bit more soul and meaning than if I’d just pulled stock. I even shot a picture of my own vinyl collection’s spines to work into the background. The color palate a lively scholastic red and teal, recalling textbooks and standardized test forms from when I was a kid. I wasn’t hired to make a cover but I did and through that I had my look.

The-Little-Book-Of-Rock-And-Roll-Wisdom-Cover-First-Draft

My initial first draft of the cover art for The Little Book of Rock and Roll Wisdom.

Onward, Into the Drink

As relieved as I was to have my aesthetic established, I was now equally stressed by the project now becoming real. Before this, coming up with fifty-some illustrations in the next five weeks (that’s 12 a week. Why on earth did I do the math? Oh boy, this is gonna be tough) was still somewhat theoretical. Now it was all underway and I had to push on and actually deliver. With the holidays coming up no less which meant the weekends I’d normally grind out work were going to be getting taken over by family, friends, and work engagements.

Spot illustration of guitar picks by Jason Malmberg for The Little Book of Rock and Roll Wisdom

Spot illustration of guitar picks.

Illustration of Concert tickets by Jason Malmberg for The Little Book of Rock and Roll Wisdom. Notice the sly reference to Paul MacCartney and Wings' "Rock Show"

Illustration of Concert tickets. Notice the sly reference to Paul MacCartney and Wings' "Rock Show"

I started small, with reusable spot illos tied more to basic concepts. The kinds of objects that could be reused throughout without commenting too directly on any of the content. Things like guitar pedals, cassettes, guitar picks, etc. That helped me get a toe into the waters before the real heavy lifting: coming up with some concepts that could really breathe life into the text. I’d illustrate some of the subjects directly, while lampooning and subvert others. While some of the anecdotes lent themselves naturally to visualization, others would need a more oblique treatment. Complicating things further, this needed to be family friendly illustrations for a book that would be on the racks at Barnes and Noble and Target stores, and this being a book about Rock and Roll meant some of the subject matter was less than squeaky clean. So I’d need to find clever ways to make debauchery seem wholesome.

Illustration of guitar pedals by Jason Malmberg for The Little Book of Rock and Roll Wisdom

“And you have to remember, I was an ugly son of a bitch. At my best, I looked like a dog at birth. But, now that I was in this famous band, I was in a position where I could mount anybody’s girlfriend and mother, often at the same time. That’s the magic of Rock & Roll right there. It means that even Meat Loaf can get some puss.” - Gene Simmons, Kiss (Uncut, March 2006)

Illustration of guitar pedals by Jason Malmberg for The Little Book of Rock and Roll Wisdom

Room trash.

Illustration of guitar pedals by Jason Malmberg for The Little Book of Rock and Roll Wisdom

Bowie llustration for Best Acting Performances By Rock Stars.

I Don’t Do Portraits. Or Wait… Do I?

Having grown into illustration somewhat late in my career, I’ve had to build up my confidence project by project. I’d never really done much if any portraiture, but I wanted to mix up the illustrations a bit so there was a bit of variety to things. After all, this book was several hundred pages long and there was certainly variety in the content. So shouldn’t the illustrations reflect that variety? At any rate I was keen to give it a shot. One night I quickly dashed out an angular stab at Morrissey, full of all the sharp-chinned pomp you’d expect from Moz.

Illustration of Morrissey by Jason Malmberg for The Little Book of Rock and Roll Wisdom

Morrissey. My first attempt at caricature for the book.

To my shock, it worked a lot better than I’d expected. And it was fun to do. So with that as kind of model, I made a couple more to round things out.

Illustration of Mick Jagger by Jason Malmberg for The Little Book of Rock and Roll Wisdom

Illustration of Mick Jagger.

Illustration of Frank Zappa by Jason Malmberg for The Little Book of Rock and Roll Wisdom

Illustration of Frank Zappa.

Mick, Moz, Jarvis, Father John Misty, and more. I had found a way to round out the universe of the book. It was also a huge help to soothe the encroaching burnout. We were nearing New Year’s Eve and I was running short on stamina and had a standing date with Anaheim (every year my wife and I ring in the new year at Disneyland) and I—no joke—finished the very last illo right before we hopped in the car to get out of town.

Coda

It was a beast of a project to take on but I managed to pull it off in the end. Some projects take a lot out of you but the best ones will make you feel like you “leveled up” while working on them and this was definitely one of those. Finishing this book made me feel like my still-young career as an illustrator might hold some viability after all.

I’m extremely grateful to Crispin Kott and Mike Katz for letting me take this ride with them. It was a deeply fulfilling project to get to be a part of and while there were plenty of nights working on it that I couldn’t see over the stack to the end of it, I can’t imagine my body of work without The Little Book of Rock And Roll Wisdom in the stack.

Jason_malmberg_designer_california The little book of rock and roll wisdom.

The little book of rock and roll wisdom.

The Little Book of Rock And Roll Wisdom is available from Lyons Press everywhere books are sold. Click here to order it at a discounted price from Amazon.

Client: Farts 3D
Year: 2020-2023
Role: Creative/Art Direction, Design, Illustration

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California State Fair 50th Anniversary Poster https://jason-malmberg.com/project/california-state-fair-poster-2017/ Fri, 28 Jul 2017 18:39:04 +0000 https://jason-malmberg.com/?post_type=project&p=987507605 The post California State Fair 50th Anniversary Poster appeared first on Jason Malmberg. Design. Direction. California..

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Jason_malmberg_designer_california A poster celebrating 50 years of the California State Fair at Cal Expo in Sacramento, California

California State Fair 50th Anniversary Poster

California State Fair Poster 2017: The Concept

2017 marked the California State Fair’s 50th year at Sacramento’s Cal Expo fairgrounds since moving there from inside the city proper in 1968. To mark the occasion, my then-fiancé-now-wife (UnCommon‘s Amber Witzke, who has worked as Art Director and designer on CSF branding the past several years) suggested we make a limited edition poster in the style of Disneyland’s classic attraction posters, specifically an homage to their classic and iconic Monorail poster.

Jason_malmberg_designer_california A collection of vintage Disneyland attraction posters including Autopia, the Skyway, and the Monorail

A collection of vintage Disneyland attraction posters including Autopia, the Skyway, and the Monorail

Cal Expo has its own monorail (if a bit less sleek and “jet age” as the ones in Anaheim and Orlando) and what’s more its also been the site of Disney’s California Adventure’s transplanted “CALIFORNIA” entrance letters since 2013. We could use these connections to create something really exciting and special as a souvenir to promote the anniversary.

Jason_malmberg_designer_california California sign in front of a palm tree.

The letters (formerly of Disney's California Adventure in Anaheim) spelling out "California" at Cal Expo in Sacramento, California

Amber had a rough sketch for how she wanted things to go, and for the most part we would stick to this plan. The most important thing was getting that arc of the monorail track right, which is a trickier hurdle to clear than you might think. The angle needed to be just right to give a sense of sweep and velocity. A few degrees off and the monorail becomes tame and inert. We wanted “woosh.”

Jason_malmberg_designer_california The california ferris wheel coloring page.

Rough sketch of the California State Fair 50th Anniversary at Cal Expo poster by Amber Witzke for uncommon agency in Sacramento

I wanted this poster to reach out at you and pull you in. Perspective became key. To that end that’s also where I began. The very first thing I did was set a low horizon line and a number of radial perspective lines with a starting arc for the monorail track. While these would shift slightly over the course of putting it all together it was absolutely vital in keeping things in harmony as they were added.

Jason_malmberg_designer_california A poster for celebrating 50 years at california.

The poster celebrating 50 years of the California State Fair at Cal Expo in Sacramento, California next to a grid expressing its perspective

The Process

We wanted the color palette to hew toward the gold and blue of the State Fair ribbon they are using as its logo but we wanted to involve some pinks and possibly purple as well to give it all the feeling of the unique sunsets we enjoy all summer here in Sacramento. Being on the ground at CalExpo gives one the perfect vantage point for those sunsets: long shadows, impossibly bright horizons climbing up to brilliant pink skies. I wanted that feeling to come across crystal clear. How would it feel as a perfect day at the fair turns into an electric night? The colors and perspective would need to carry that weight. The feeling of a “golden hour” blown-out sunset.
One of the other challenges I faced was how to represent multiple facets of the State Fair. It couldn’t just be about the rides as the Fair is more than just a carnival. We’d need to incorporate a diversity of attractions as well as a diversity of people. Of course we would have a towering ferris wheel, but we’d also need landmarks like the famous water tower (here repainted to its initial 60s “mod” paint job), events like horse racing, agricultural exhibits and a petting zoo, the skyway ride ferrying attendees above it all and populating it people of all sizes, ages, shapes, and ethnicities. I even decided to include a wheelchair-bound visitor in the petting zoo to give us a greater spectrum of visibilities throughout. This was a fair for everyone and I wanted that to come across as much as is possible with an illustration rendered in a restricted palette of colors.

The Aesthetic

I wanted this illustration to have the feeling of being organically created in spite of it being produced entirely within illustrator. Where possible I would scan in and employ hand-drawn textures, and I included areas of airbrush-style shading to soften up the over all look. The sunset would create a lot of sharp edges in the lighting but I didn’t want the overall look to be too severe. Stippling the night sky and some of the transitional shadows would help things not look too angular and hard on the eyes. The clouds were the trickiest part and I tried a number of things there. If the clouds were too fluffy and buoyant they tended to step on the perspective. Putting the clouds into the same perspective as everything else just didn’t feel organic. I needed a different option. Eventually I stopped thinking of the clouds as clouds and instead thought about shape. What shape would I want here, and could clouds be made to conform to it? I painted in the most blunt strokes I possibly could, reduced the canvas size onscreen, squinted a bit, and worked the strokes until they had the kind of impact I’d want them to from 100 feet. That ended up being a breakthrough in more ways than one since it also is how I arrived at an overarching theme for the poster…

Conclusion

More than any other poster I’ve designed this is likely the one I will end up proudest of and I’m incredibly grateful that it found its way to me. In all my work I am fascinated with perspective and movement and here I think I have found a way to boldly express both. Moreover I am glad to have been afforded the opportunity to contribute a little something to the history of the state I love and which I’ve called home for nearly 20 years.

Client: California State Fair
Year: 2017
Agency: Glass Agency
Role: Designer / Illustrator
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