ALBUM REVIEW: New Design – Keepsake

‘…a record that feels both beautifully, ethereally cinematic, and touchingly intimate. The effortless flow from dreamlike soundscapes to punchy, emo riffs keeps you engaged…’

Forming all the way back in 2008, Ontario’s New Design have truly embraced the concept of not being able to rush perfection. Describing themselves as an emo post-rock outfit, the band released their debut EP in 2012, before following it up with their debut LP in 2015. Since then, it’s been a steady release of singles, including a three-track in 2020, before a pause until 2024.

‘Keepsake’ the band’s second full-length record in their 17 year career. Their debut, ‘Far From Home’, represented finding your way back to the familiar. ‘Keepsake’ follows up on this, and asks the question of how to keep going when that familiar has ceased to exist; in what ways does the past continue to live with us? The result is a sparkling, spirited, cinematic affair that has been well-worth waiting for.

‘Nowhere But Somewhere‘ layers gorgeously sunny melodies atop of instrumentals that frolic through emo ideas, with noodling guitars sitting between poppy riffs. ‘Flicker‘ manages to feel both buoyant yet intimate, with a heartfelt desperation to the lyricism that works wonderfully with an instrumental that ebbs and flows beautifully. ‘Wish’ starts as a dreamy cut, featuring gently picked guitars layered against synths that chirp like birdsong. Towards the end of the track, it rolls into cinematic, sweeping passages, marked by crashing percussion, feathery vocals, and fuzzy guitars.

‘Keepsake‘ features punchy math rock riffs dancing over a bouncing rhythm, leading to a catchy track that serves perfectly as the album’s title track; the themes of embracing what is left behind are brought to life through the resonant melodies and subtly cinematic instrumentals. The choruses in particular are a delight to listen to, with bold, shimmering melodies that effortlessly snag the listener’s attention.

‘Oil & Brush‘ features particularly powerful vocals, and the driving guitar work during the shiver-inducing bridge is perhaps a highlight of the entire album. This is especially the case in regards to how this passage leaps into the closing verse with a rousing, folk-tinged guitar melody. ‘Slow Down‘ starts as a breezy and subtly jazzy affair, with a particularly gorgeous little percussive beat, before evolving into choruses that almost carries a heartland rock energy. The final chorus is begging to be blasted from car speakers on a freeway, perhaps ironically given the track’s name, as ‘This is everything we wanted/And you’re everything I need‘ is sung with a powerful and evocative amount of heart.

Whilst the songwriting and musical performances are generally great on this record, the mixing and mastering unfortunately leaves a little to be desired. With each track being packed with intricate musical performances, lush electronic soundscapes, and gorgeous vocal harmonies, it is unfortunate that much of the record simply sounds a little muddy and undercooked; elements that should shine and truly capitalise on the cinematic sentiments at the core of this record get lost in the mix, or do not land with the impact they deserve.

Fortunately for New Design, their songwriting is so accomplished, the mixing is worth overlooking. From start to finish, ‘Keepsake‘ is packed with creative ideas and compelling musical performances, leading to a record that feels both beautifully, ethereally cinematic, and touchingly intimate. The effortless flow from dreamlike soundscapes to punchy, emo riffs keeps you engaged, and enables the record to feel like one wonderful, singular body of work.

The tracks are all held together by the themes of moving on and appreciating what you have, even when it may well have been not what you have journeyed towards, nor what you journeyed from. It may well have taken the band ten years to get from their debut LP to their sophomore LP, but ‘Keepsake‘ is proof that goods things are worth waiting for.

RATING: 76/100 – Mostly Very Good

For Fans Of: tricot, American Football, Stay Inside, Charmer,

Physical copies of the record are available to purchase here.

Follow the band on social media below:

Instagram // Spotify