Pusha T

King Push

A methodical and multi-layered journey into faith, incarceration and excess from one of hip hop’s most respected artists.

Overview

For Pusha T’s second studio album, *King Push – Darkest Before Dawn: The Prelude*, we crafted an unflinching visual narrative that mirrors the album’s exploration of incarceration, transformation, and faith. The album artwork, single covers, accompanying zine and merchandise serve as stark meditations on identity, loss, and reintegration into society after years in the system. At the core of the visual language is the symbol of the dove—traditionally a mark of peace and freedom, yet here, untethered birds stay in a sort of limbo, creating a tension between movement and stasis. Textured cement backdrops, stark compositions, and an austere color palette evoke the isolation of a jail cell, reinforcing themes of identity erasure. Religious imagery evokes feelings of spiritual reckoning and rebirth. Faith, in this context, becomes both a refuge and a means of survival. Each single cover stands as a visual parable, illustrating the psychological and spiritual transformation that occurs behind bars.

Sector

  • Entertainment

Merchandise & Companion Zine

Playing cards, a common part of prison life are used on the merchandise, and the “Suicide King” motif illustrates the inner mental and emotional struggle that comes with this experience. *King Push* tells a story of incarceration’s lasting imprint—how it reshapes the soul, fractures identity, and leaves an indelible mark on those who must navigate the world after being cast out from it. The story manifests most fully in the special edition companion zine, handcrafted to be the visual counterpart to the albums rich vocals and production. The project captures the emotional weight of unjust incarceration, particularly within the context of the war on drugs, while also embracing the resilience found through faith.