The Day Of Small Things

Alli Rogers was signed to a major label record deal while still just a teenager. A few years later she elected to go independent to see her creative vision through. FÖDA has been producing her album packages since the beginning of her independent career, and her projects have functioned as an incubator for ideas and creative direction for the studio. More simply: We Love Alli Rogers.

For Always Eden we stuck with a generic photographic package. We didn’t know the artist that well yet. When her EP One came out the next year, we moved into a much more creative place, and we’ve been there ever since with Alli.

The inspiration to explore a million ways to draw a plumb line, and furthermore, to set it in motion throughout the package came from a simple bit of scripture Alli included in the liner notes that was actually tied to the album title.

“Who despises the day of small things? Men will rejoice when they see the plumb line in the hand of Zerubbabel. - Zechariah 4:10”

Plumb lines are beautiful small things, and the idea of the directional seemed to tie well—or allude—to the questioning and lyricism in Alli’s work on the album. A search for direction; finding a path.


The Day of Small Things, and Always Eden are available direct from the artist and through iTunes.