Designer Brent David Freaney has opened up about the extensive creative journey behind the cover art for Charli XCX’s groundbreaking album, “Brat.” The process took an impressive five months, during which Freaney and his team meticulously crafted a design that would resonate with fans and capture the essence of the music.
In an interview with the New York Times, Freaney, who leads the Manhattan-based studio Special Offer Inc., shared that the initial concept was straightforward: a green square with text. Charli had a clear vision of what she wanted, presenting a mock-up that left Freaney intrigued yet slightly skeptical. “It was always text, always on a green square,” he recalled.
The simplicity of the design belied the challenges it posed. Freaney explained that the real task was to elevate this seemingly basic idea into something special. “The challenge became — how do I take this thing and make it something that is special?” he said. The cover’s simplicity has contributed to its viral nature, inspiring countless recreations and interpretations.
Freaney’s design process involved exploring “500 different shades of green,” seeking inspiration from everyday life. He aimed for a color that felt “off-putting and kind of garish,” capturing the raw energy of Charli’s music. “Everything I started seeing in the city that was green, I started taking a photo of,” he noted, referencing everything from traffic cones to signs. Ultimately, Charli made the final color selection based on an emotional response, ensuring it reflected the album’s irreverent spirit.
The typography was another critical element. Freaney wanted the font to feel unrefined and approachable. After experimenting with various options, they settled on a stretched version of Arial, which added personality without being overly polished. The placement of the text was intentionally awkward, striking a balance between being too small and too loud. This decision contributed to the cover’s unique energy, making it feel opinion-less yet impactful.
The slight blurriness of the font was a nod to early social media aesthetics, reminiscent of platforms like LiveJournal and MySpace. Freaney explained that the design was created at a small scale and then enlarged, resulting in a deliberately unfinished look. This choice led to challenges with printers, who often questioned the artwork’s quality. “We have had to tell printers a thousand times, ‘This is the way it’s supposed to look,'” he said.
Freaney expressed hope that “brat green” would symbolize a sense of freedom and wildness. “This is not millennial pink,” he stated, emphasizing the vibrant energy behind the color. The album, released in June, marked a significant milestone for Charli, debuting at No. 3 on the Billboard 200 and No. 2 on the UK Albums Chart. The cover art and the album’s themes have sparked a cultural phenomenon, inspiring the “Brat Girl Summer” trend.
Charli’s vision for the album cover was rooted in a desire to create a conversation. She wanted to avoid the typical pop star imagery, opting instead for a design that was direct and eye-catching. “I knew I didn’t want to be on the cover because I knew it would be more of a conversation to not physically be there,” she explained. This decision was met with initial skepticism from her team, who were accustomed to more traditional album covers.
The concept of “brat” had been brewing in Charli’s mind since 2022. She collaborated closely with Freaney and his team to refine the design, experimenting with various shades of green and font styles. The process was thorough, ensuring that every element felt intentional and cohesive. “We sort of did this massive loophole to then land back sort of quite close to where we began,” Charli said, highlighting the importance of the creative journey.
The marketing campaign surrounding “Brat” included the creation of a “brat wall” in Brooklyn, which became a viral sensation. The wall, painted in the signature “brat green,” served as a physical manifestation of the album’s energy. Fans flocked to the location, engaging with the artwork and creating memorable moments. Charli’s team aimed to create a space where fans could connect without the usual barriers of traditional fan events.
Freaney and his team conducted extensive research to ensure that every aspect of the design resonated with the album’s themes. The goal was to evoke a sense of boldness and defiance, capturing the essence of being a “brat.” Charli described the color as “eye-catching in all the wrong ways,” emphasizing its ability to provoke strong reactions.
As the summer of “brat” unfolded, the cultural impact of the album and its cover art became undeniable. The vibrant green shade has permeated social media, influencing fashion trends and sparking conversations about identity and self-expression. Charli’s vision for “Brat” has resonated with fans, creating a sense of community around the album’s themes.
Freaney’s design process, characterized by experimentation and collaboration, ultimately resulted in a cover that feels both fresh and nostalgic. The interplay between simplicity and depth has allowed “Brat” to stand out in a crowded music landscape. As Charli continues to push boundaries in her artistry, the legacy of “brat green” is likely to endure, symbolizing a moment of cultural significance.
In reflecting on the journey, Freaney expressed pride in the final product. “It’s a painfully simple cover, obviously, and I think that lends itself to the reason it’s been recreated in so many different ways,” he said. The collaborative effort between Charli and her team has not only redefined her visual identity but has also left an indelible mark on pop culture.
As “Brat” continues to gain traction, the conversation around its cover art and the themes it represents will likely evolve. Charli’s willingness to embrace boldness and challenge conventions has resonated with a generation seeking authenticity and connection. The impact of “brat green” is a testament to the power of creative collaboration and the ability of art to inspire and unite.
Source: New York Times, Architectural Digest
