The work of designer Helen Rabbitte provides nostalgia with a up to date twist
The designer and art director Helen Rabbitte creates designs that combine flowing forms with structured layouts, drawing on aesthetics and motifs from the 80s and 90s. Her work is characterized by calming color schemes, with palettes that resemble a calming blue sky and blending into warm sunset tones.
Her clients, who work under the Hello Rabbit name, include music labels like Universal Music, Warner Music Group and Columbia Records, as well as artists like Peggy Gou and Nadia Rose. Beyond the music industry, she has created uplifting designs for chocolate brand islands and vegan food service Allplants.
Promotional design for Peggy Gous Pleasure Gardens event
Rabbitte was drawn to a career in design because the industry was constantly changing – one she knew would never get tired of ("and to be honest, I was never really good at anything," she offers humbly at).
She received a BA in Graphic Design from Liverpool John Moores University which helped her learn the basics of design. However, most of their current practice comes from being self-taught. "I actually think that helped me a lot more because no one tells you whether what you're doing is good or bad," she says. "That doesn't mean I don't see value in other people's opinions – I absolutely do, especially if they have a lot more experience in the field. I just think that in these early stages you need time to experiment and." Finding out your own likes and dislikes without applying too much pressure to produce something your teacher appreciates. That is, I would kill to go back now and use all the time and resources. "
Early concept for Twin Flame EP Art
Rabbitte grew up near Liverpool and is often influenced by the city and its people, as well as by books, old magazines, films and video games. “The culture of the north is generally shaped by so much history and character – the music, streetwear and club scenes. It's really easy to feel inspired there. "Her practice also draws on pop culture from the 80s and 90s, which she combines with a contemporary imagery." In my work there are often references to old film titles from the 80s, rave flyers and video games, but then I will confuse it with a really modern font or arrangement.
"I try to stay off the internet for inspiration as everything is so recycled that there is always a risk that your work will look like everything else out there. But it's a great resource when you're pressed for time or looking for something very special, "she tells us." I recently rekindled my love for Tumblr! There are some brilliant accounts out there with old airbrushed ads from the 80s that I'm not sure I can find anywhere else. "
Soulection advertising design
Rabbitte likes to build her library with influences, a process that taught her the importance of restraint to keep her concepts from becoming unwieldy: “I am often overly excited and end up with a hundred references that you can quickly get from the original assignment I have learned to be very strict with myself and to limit it to about ten pictures. "
While her designs are being created in Photoshop, she values the freedom to work away from the screen early on when “you can be more playful and make mistakes that can lead to something better than you originally planned,” and she is happy to get final designs scribble or scribble that still feel a little too polished.
EP cover for Antisocial Butterfly by Alaina Castillo
Rabbitte always wanted to incorporate music into her practice, but found that this was missing from her portfolio as she had previously only worked for brands and agencies in other industries. She set about redesigning packshots of existing tracks that she liked and posting them on Instagram, which became increasingly important and eventually led to commissioning.
"The creative industry is often more of a 'who you know, not what you know' (domain), but this exercise taught me a really valuable lesson as there is a way to get around it while you are doing the job." She says.
The past year was full of problems for many creatives. Add to the mix the changing economy of the music industry – one that has almost stalled in the pandemic – and it becomes clear that Rabbitte's work is not for the faint of heart. "It is obviously a very uncertain time for everyone in the music industry right now, but the biggest concern is with the clubs as most, even with the lockdown relaxed, will not have the opportunity to hold socially distant outdoor events," she says .
"Most of the events I've worked for have either been postponed or canceled, but I'm fortunate that I can remain flexible and adapt when possible," she tells us. She has received more animated music video briefs than ever before during the pandemic, and she has found that many music artists who have had time to rest and rejuvenate have re-evaluated their branding and come up with merch ideas. "I have a couple of dream projects ahead of me that I hope won't be postponed for too long," she adds.
Above and above: design and creative direction for TS7
Rabbitte counts NTS, Boiler Room and Worldwide FM among her dream clients, but in the meantime tries at least once a month to find time for personal projects. "It's a playground for experimenting and learning without time pressure and can often help you break out of a creative fear," she explains.
Personal work can go from daydreaming to a YouTube tutorial that they stumble upon. "Sometimes I get lucky and create something that I really like, but most of these projects get nowhere," she says. "I think the importance is more in the process than the outcome."
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