Play Me Something Nice EP

Role: Creative Direction, Art Direction, Brand Identity, Creative commissioner & Creative Strategy

September 2019 I was brought onboard to Joesef’s project and given the task to creative direct the upcoming debut EP. Prior to this Joesef had three singles that caught the public and media attention and the EP was highly anticipated to be the turning point in Joesef’s career.

The only brand asset he had was his static logo and his EP artwork cover was already selected. As the creative lead, my role was clear and open for interpretation, so I asked Joesef and his management team a series of questions. With the answers, I was well equipped to generate a series of ideas that set a tone of voice for the visual branding, which he still uses till today.

Ads drove 100% view-through rate from 20% of viewers helping to drive 174k views. This is an example of building a brand identity for a new artist.