This project includes the front and back album covers, record labels, and a zoetrope, all designed to create a cohesive identity for Mac DeMarco’s album, This Old Dog. To reflect the personal nature of his music, three icons were developed using the design principle of substitution: a paper airplane symbolizing written letters to his sister and former partner, a milk jug representing his absent father, and a cheese block illustrating his awareness of aging throughout his music. The design principle of series and sequences is incorporated through a blue line that runs through the center of the album cover and record labels, establishing a visual set. Overall, this project demonstrates the designer's proficiency in utilizing the principles of substitution and series and sequences to create a unified design system.