“It’s funny how the most basic of designs won it then… it’s a good thing though cos you see those CCTV camera in operation stickers everywhere, and now everytime I see one I think of HARD-Fi”
Originally posted by Flossy on the HARD-Fi forum

Maggies is a different kind of care centre for people affected by cancer. They are building a new centre in Charing Cross and needed to tell people what was happening in the building site. The poster was created to tell people how Maggies was going to be different, about taking charge of cancer and not being in a drab, scary environment.

After a long day my creative director Matt Gibbins and I were invited to see some band called Hard-Fi at the Barfly. We went, the gig was chocked full of energy and we were introduced to their manager. From there we started working with them.

We immediately approached Hard-Fi as a brand with its own visual language, that could go into any medium, born from what they were singing about and where the came from. It had to be iconic.

There is nothing like seeing a record cover you’ve created inside HMV from the other side of the street.

For the singles Matt Gibbins and I wanted to capture a gritty CCTV inspired, but graphic look. Each format had a subtle change to the sleeve to make it more collectible. I also did all the photography.

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Alongside a striking image we wanted to tell the story of the song. But we also added a sub plot across all the singles about a girl called Tina. The band got so many questions about her from fans and press, it was great reading them try to decipher it. The CCTV camera also featured on all sleeves to subtely build the band icon.