Artist Creative & Brand Direction

Creative Director & Brand Strategist
2020–present

I work with independent artists to develop brand direction documents that define their identity, aesthetic, and creative positioning. Each PDF acts as both a visual framework and a strategic roadmap—clarifying how artists present themselves through image, style, and sound. These outlines merge identity framing (core positioning, image goals, style direction) with strategy (audience alignment, industry visibility, and brand collaborations). By helping artists articulate who they are and how they want to be seen, I create tools that connect their creative vision to sustainable, long-term growth.

Ana Bree came to the table with a unique voice and strong songwriting ability but a visual identity that didn’t reflect her sound. Her white-passing appearance, urban background, and folk-leaning vocals created a disconnect that made her artistry difficult to define. This branding outline establishes a foundation for a cohesive direction.

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Just Mad Nice came to the table with a magnetic androgyny and a natural command of presence. The challenge was to shape those raw assets into a cohesive visual language that felt both authentic and aspirational. This branding outline establishes a foundation for a signature look rooted in streetwear and 90s tomboy aesthetics, refined with minimalism and normcore influences.

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Core Themes:

  • Artist identity and values development

  • Narrative and storytelling frameworks

  • Visual and stylistic direction

  • Market positioning and brand partnerships

Scope of Work:

  • Discovery conversations and artist interviews

  • Identity framing and brand positioning

  • Development of strategic branding outlines (PDFs)

  • Style influence and visual inspiration boards

Approach & Execution

  • Synthesized artist identity into clear positioning statements (e.g., “Androgynous Heartthrob”).

  • Outlined image and style goals tailored to target audiences.

  • Identified potential brand partners to reinforce cultural positioning.

  • Created visual inspiration and moodboards to guide photoshoots, campaigns, and social media presence.

Outcomes / Proof:

  • Provided artists with strategic roadmaps to guide career decisions and marketing.

  • Helped clarify values and positioning, leading to more consistent storytelling.

  • Built foundations for artist growth through alignment of visuals, narrative, and audience strategy.

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.