Designing the new Armin-Era

We were tasked with developing a brand-new visual language for Armin's Breathe era.

Breathing is a fundamental act that connects us with our surroundings and affirms our existence. By focusing on breathing, one can reach a deeper state of consciousness and inner peace.

The album’s core idea of breathing as a symbol of life and flow needed to be expressed through every visual element, from the album cover to his live performances. Inspired by the mandala—a symbol of wholeness and infinity—we aimed to create a bold, cohesive identity that represents this new phase in Armin’s career while referencing his previous eight projects.

"In art, literature, and music, ‘breathe’ can be used metaphorically to convey a range of emotions and themes, from freedom and relief to longing and life’s rhythm. Artists often use breathing as a motif to express personal experiences or universal truths about human existence.
With Feel Again we looked inside Armin’s mind. With Breathe, we do the opposite. Connecting with the world, the fans, getting out there."

- Joris van Meegen

We started by learning about the significance of the mandala, an ancient symbol of unity and infinity. The word “mandala” translates to “circle,” making it a fitting representation of the theme. Circles, historically, symbolize completeness and the cyclical nature of life.

We studied how these ideas could translate into modern, impactful visuals that would resonate with both long-time fans and new listeners. The mandala’s emphasis on fullness and the continuous flow of life aligned perfectly with Armin’s vision for Breathe.

With this research in mind, we developed a concept centered around mandalas. The key visual of the album incorporate nine hidden A’s, representing Armin’s eight previous albums and the ninth chapter.

The circle became the central element of the entire visual identity, symbolizing life coming full circle and the infinite connections that exist between Armin’s past and his future. The letter "A" in Breathe serves as a subtle connection to his previous works like Balance and Feel Again, as all in these cases, the A is the middle letter, creating a thread of continuity while ushering in something fresh.

Breathe as an album title reflects the fundamental act of breathing, a simple yet profound symbol of existence and connectivity. The visual identity captures this circular flow, using bold, continuous forms that tie the entire project together. This new era is about reaching outward—connecting with the world and the audience in new, immersive ways. The circular motifs emphasize that everything in life, including Armin’s career, is part of a larger cycle that continually evolves and grows.