Martin Smith, one of the most influential Christian worship artists, partnered with our agency, Common Good Studio, to develop the visual identity for his latest album and singles. This project was all about embodying the raw, hands-on creativity of his post-COVID return to the studio while highlighting themes of freedom, joy, and revival.
The design combined hand-drawn elements with a gritty, organic style to reflect the album’s themes. A custom font based on my handwriting tied the visuals together for use across album covers, merchandise, and stage materials.
The visuals extended beyond the album, including flags, t-shirts, and tour assets, bringing a cohesive identity to the global launch.
The designs became iconic, with handwritten elements seen worldwide, from album covers to flags used during worship tours, reinforcing the album’s core message of freedom.
