Crafting a Community-Driven Album Campaign
An Album Campaign That Redefined Art & Amplified The 442s’ Musical Reach
In our collaboration with The 442s, a St. Louis–based acoustic instrumental group blending jazz, classical, folk, and rock, we set out to create more than just an album launch.
St. Louis
The Challenge
The 442s came to Ashley with a bold vision: their next release couldn’t just be another record. They wanted an album that reflected their genre-defying sound, showcased collaborations across the St. Louis music scene, and embodied their values of inclusion and artistry
From Music to Art Experience
Their challenge was creating packaging that went beyond standard design, something tactile, meaningful, and collectible.
Celebrating Community Through Design
The group sought a fresh way to visually capture the spirit of collaboration and care that already defined their music.
Showcasing Collaborations
With no lyrics and a purely instrumental repertoire, they needed a visual and physical narrative to express the diversity of voices involved.
Standing Apart in a Digital Era
They wanted a physical album experience that felt timeless and unique in an industry dominated by streaming.
The Solution
Ashley developed an album campaign that transformed their release into an artistic experience, rooted in community and crafted with purpose.
Album Artwork as Art Itself
Created custom visuals, traditionally pressed with iridescent rainbow foil to reflect their shifting sound
Interactive Packaging
Created a cutout sleeve with a pull-out business card revealing the musicians and collaborators, giving fans a tangible connection to the ensemble
Community-Centered Production
Partnered with Industrial Aid Inc. to hand-assemble albums, supporting jobs for adults with disabilities
Holistic Campaign
Rolled out a digital and physical launch strategy that combined artwork, storytelling, and streaming promotion to reach both new listeners and loyal fans
The Results
The campaign positioned The 442s not just as musicians, but as innovators blending sound, art, and social impact.
Fanbase Expansion
Album campaign boosted streaming numbers and introduced the group to a wider audience across genres
Art & Community Recognition
Album design became a talking point, highlighting their commitment to collaboration and inclusivity through Industrial Aid Inc
NPR & Media Exposure
The project was showcased on NPR, elevating the band’s profile nationally
Sold-Out Success
Physical albums sold out, reinforcing the demand for their unique art-driven approach