DUALITY PUBLISHING

Founder & Creative Director
2025–present

I developed a comprehensive brand proposal for Duality, a Philadelphia-based publishing collective affiliated with Warner Chappell Music. The project aimed to transform Duality from a loosely organized group into a structured, culturally resonant brand capable of nurturing and elevating independent artists.

The proposal introduced a multi-phase strategy focused on brand clarity, artist alignment, and community engagement. Phase One centered on research and discovery—interviewing the founder and five signed artists to define Duality’s purpose, values, and role within Philadelphia’s music ecosystem. Subsequent phases detailed brand identity development, digital infrastructure, and high-end visual storytelling designed to position Duality as a trusted creative hub within Warner Chappell’s network.

Core Themes:

  • Editorial storytelling for independent musicians

  • Strategic analysis of artist rollouts

  • Integration of blog content with Instagram carousels

  • Collaboration posts as growth and relationship-building tools

Scope of Work:

  • Editorial strategy and content planning

  • Research and analysis of artist strategies

  • Artist interviews and in-person networking at shows

  • Writing and narrative framing for weekly features

  • Visual design and production of carousels

  • Social amplification through collaboration posts

Approach & Execution

  • Established a weekly publishing cadence for editorial features highlighting artist strategies.

  • Conducted interviews and supported artists by attending shows, deep-diving into their work to inform content.

  • Designed branded carousels to translate long-form features into concise, shareable visuals.

  • Used Instagram collaboration posts with featured artists to expand reach and connect with their audiences.

  • Positioned each feature to both document artistry and surface actionable strategy for peers.

Outcomes / Proof:

  • Positioned Can’t Colonize the Vibe as a recognized editorial voice within Philadelphia’s music ecosystem.

  • Elevated artist visibility through combined blog features and social campaigns.

  • Expanded reach through collaboration posts, tapping into artists’ audiences while building direct relationships.

  • Strengthened presence as a cultural leader and curator in Philadelphia’s independent music scene.

Case Studies

  • CASE STUDY 01.
    CCTV — Apparel Brand

    Built an apparel line into a cultural statement by turning customer photos into a living archive. Strategy, design, and community storytelling positioned CCTV as a model for community-driven branding.

  • CASE STUDY 02.
    CCTV — Editorial Platform

    Weekly editorial features that highlight artist strategies while amplifying voices in Philadelphia’s music scene. Paired with designed carousels and collaboration posts to expand reach.

  • CASE STUDY 03.
    FIRE — Creative Manager

    Directed design execution within an established national brand. Managed cross-team campaigns, publications, and digital assets with an emphasis on clarity, efficiency, and consistency.

  • CASE STUDY 04.
    Artist Brand Direction

    Developed strategic branding outlines that define identity, values, and story for independent artists. Delivered PDFs combining narrative frameworks, style goals, and positioning strategies.

  • CASE STUDY 05.
    Creative Exploration

    A sandbox of photography, design, and animation experiments. Personal studies that push aesthetics, test new mediums, and expand the visual toolkit I bring to professional projects.