Headie One
Edna Album Artwork

Creative Direction

Artwork design for Headie One's debut No.1 album Edna

Edna is the debut album from the Drill artist Headie One. The release is devoted to the artist’s mother, ‘Edna’ who tragically died when Headie was young. The brief was to evoke a strong emotional response in the audience, touching on the enduring bond we all share with our mothers. The birth band is utilised as a powerful symbol of this bond, Headie’s pose chosen to communicate reflection on his younger life.

Clean Aesthetic

The clean aesthetic is a new departure from the rough DIY creative of previous campaigns. Headie’s journey from the streets of Tottenham to international fame as ‘The King Of Drill’ are communicated through a new slick direction. The typography used throughout the campaign is purposefully disjointed to amplify Headie’s message of finding order through the chaos of his life.  The lead shot is used as the cover art for the album and across all associated marketing.

Headie One Edna artwork in Toronto, Canada
Headie One Edna artwork in Times Square, New York
Headie One Edna artwork in Tottenham, London, UK

Broadwater Farm

Supporting imagery was chosen to amplify and expand the creative story. Broadwater Farm, the estate where Headie grew up needed to take a leading role in this. Unfortunately Headie’s past life has left him unable to visit his old home. This gave us the opportunity to build upon our message by using distorted and heavily processed imagery of the estate and projecting this imagery behind Headie. This gave us the ability to create sinister, dream like environments that tell the story of Headie’s past.

Headie One Edna artwork at Westfield, London