Designer Brent David Freaney reveals how an export error and a 'finish-free' philosophy defined the look of the year's biggest cultural shift.
At Figma’s Config 2026, Brent David Freaney—head of Special Offer, Inc. and i-D art director—deconstructed his work on the Grammy-winning Brat package. The visual identity, built alongside Charli XCX and Imogene Strauss, was driven by a core concept: the death of the finished state.
Freaney shared early drafts, type exploration, and assets for the tour and remixes, revealing that the iconic blurred cover actually originated from a low-res screenshot export error. Rather than polish it, the team leaned into the imperfection to set the project's boundaries.
The philosophy centered on exploration over traditional progression—understanding what a product shouldn’t be to define its final form. This approach has since carried over into Charli’s next project and Special Offer's work for Madonna's upcoming sequel LP.
Charli XCX’s next record, 'Music, Fashion, Film', is set to arrive July 24 with a shifting palette: a black-and-white Aidan Zamiri shot featuring John Cale, Marc Jacobs, and Martin Scorsese.