The single is an angst-ridden pop song about a young lad who has had enough of working long thankless hours in a bar in New York over summer and has decided to head back to London. The energy from this track is derived from the impulsive “no looking back” attitude.

We decided the artwork for this single needed to catch this attitude in a bold clear message that would stand out on the shelved of a music store. With the concept, we needed to make reference to New York without obvious cliché's while insinuating the band was British (this potentially being important to the market). The song takes a standpoint of defiance and what is more quintessentially British and defiant than the two-fingered salute gesture of “UP YOURS!” (not to be confused with the much more agreeable peace sign)

The resulting concept of the two-fingered salute took the form of New York skyscrapers. We approached this in a raw illustrative style suggestive of the graphics of the punk genre. The assertive typography complimented the illustration resulting in a finished product that the band and the record label love.