I put the artists’ music on the stereo, and then I started a free-associative process of putting as much stuff onto the page as I could until it started to look like something. Then I’d work through between 50 and 100 indesign pages of successive additions and removals of bits until it got towards something that exemplified the music on offer, and looked interesting. There was rarely a meaningful unifying concept, it was more about small ideas linking together. In the Objekt poster the starting idea was the question of whether you could create futuristic looking ransom note typography. The Joy Orbison poster started with electron microscopy of nerve cells, and the Josey Rebelle poster started with the question of how big I could make the robot on the page. Then these questions and ideas were played off against graphic devices like grids, colours and shapes. Because the posters were digital-first I also had full license to push quite far into the RGB colour gamut with neons and outrageous colour combinations.