Ever wondered what would have been had Kanye West stuck with the original title for his seventh outing, So Help Me God? Well, design collective alt-native have just transcended the realm of ‘could haves’ and ‘should haves’ to create a mock conceptual release for the controversial rapper’s latest seemingly never-ending love child.

According to alt-native’s official website, the group wanted to challenge the “traditional methods” of an album release campaign, as well as exploring the possibilities of transforming an album into an entire “sub-brand” from the artist. The mock release itself is visually striking, in that it employs aesthetics parallel to Renaissance-era Christian artwork and textual fonts that make alt-native’s design team.

The range also includes posters, sneakers, hoodies, a vinyl disc packaged in a burlap sleeve, and a booklet of incomprehensible medieval scripture that, if read aloud, most likely grants the reader an unequivocal sense of grandeur and some damn croissants. This all adds up to a conceptual range that looks less fit for a Chi-town MC, and more at home on the merch stand for a Norwegian black metal septet.

Whilst this range will likely never see the light of day, it’s sleek, engaging design gives music fans insight into what alt-native says will be the eventual transformation of musical projects from a “singular sensory experience” into a “multi-sensory experience”, that effortlessly combines the digital and physical world.

To learn more about the alt-native’s conceptual range for So Help Me God, visit the official website here.

• Words: Vincent Dwyer