The rebrand caters towards an attitude of self improvement and the come up from after a breakup. From sour to sweet, there is a mood shift for a 90ís/Y2K theme to one that show growth and maturity in both her brand and her sound. The brand is very colorful and bright and it uses a peach to represent the sweetness of life once one gains independance. The typeface is a modern serif font that makes use of clean ligatures and a complementary thin handwritten font to imply a level of delicacy in the brand. She has very strong photography from her last album that was used for this campaign however, have been “sweetened up” in color, creating a more vibrant and bright look and feel to the rebrand. The bright color pallete caters towards her younger and older audience as it is complimented with a dark green and the white accents.
CONCERT ITEMS
PROCESS
Creative Brief → Tactic Research → Style Research → Personas → Digital Revisions
CURRENT BRAND
TACTIC RESEARCH
STYLE RESEARCH
PERSONAS
DIGITAL REVISIONS
