I created the album release for The Feelers Best Of album, along with Matt Gibbins. We knew it was celebrating 10 years of The Feelers so we developed the patch concept to give it a real visual language.

Alongside this, The Rock radio station asked fans to write in with their favourite moments from the last 10 years to help inform the work

The cover opened up into a poster so you could effectively fold it to choose your favourite image.

Each patch is a story from the last 10 years that fans could decipher. It allows us to take the language into singles and posters and merch.

As with all the releases the patch and type was sewn and photographed… oooh.

They’re the no.1 band in New Zealand, and the album has gone Platinum.

This is the first single from The Feelers album The Best 1998-2008. This is where the first patch concept started to come to life. It got a really big response from the band and fans.

The single is a promo book printed on recycled stock and you can also download the song from i-tunes. The patch and type was sewn and photographed… oooh.

“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

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.