THE BRIEF
Discovering new music should be a holistic experience. An experience that allows the audience to connect with the artist on a meaningful and emotional level. With the release of TYSON’s 2022 EP “cherry”, the Creative Director must bring depth to TYSON’s vision and push it beyond its current expression, by defining the concept, narrative and aesthetic of TYSON and her new music.
This brief was created by Ladies Pub Music for the MA Design for Art Direction 2022 cohort at London College of Communication.
BUILDING THE NARRATIVE
This was not just a branding opportunity, it was rather an opportunity to build a narrative around “cherry” and TYSON’s journey in writing, recording and performing this album to her fans. While describing the vibe of her new album, TYSON used these words that would help guide the visuals.
sensual, grown, playful, daring, womanhood, futuristic, movement, inventive, unselfconscious
THE OUTCOME
During the briefing, TYSON said “There is also something sensual and playful about what the word cherry evokes visually. I also like the idea of taking the name/word and making it my own.”
Using the word ‘cherry’ for the literal fruit that it is, the team planned a playful styled shoot that showcased womanhood- a beautiful, messy, rebellious, and unique experience.
Using the images and the logo that our team created, we put together album covers for digital platforms, vinyl and CD , as well as various other marketing opportunities.
The creatives: Abby Deardorf, Alaina Mulkin, Billie-Rose Hart, Emmi Mikkonen, Saniya Shete & Sacha Jackman
Models: Sandra Mitrea & Melanie Marie Castel
