A redesign of Avril Lavigne's first album, Let Go, which dropped back in 2002.
Original quick conceptual ideas and sketch playing around with the different feel for her album. Let Go's genre was Pop-punk, Pop-Rock, Alternative, and post-grunge. The first (left to right) concept plays with a grunge aesthetic. The next one plays with only type, but on a very distressed background to mimic grunge. The third one plays into Avril Lavigne's fashion - very DIY (do it yourself). And the final one is a sketch of Avril singing the words "Let Go" into the mic. It was meant to be a mural painting on a brick wall. Concepts 1 and 3 were chosen to expand on.
Concept 1
Concept 2
Out of the 2 concepts, people responded better to the first one. "Avril Lavigne" was made bigger, the letter "O" was changed from pink to blue to heighten the contrast so it is easier to read, and some patches and stitching were fixed to help the composition work. (Down below is the revised concept).
