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For DanielJay’s upcoming album titled "Delusion", I led a full rebrand designed to elevate his artistic identity, clarify his narrative, and position him for a more mature, cohesive rollout. The goal was to shift him from an undefined, experimental visual presence into a polished, intentional brand that reflects the themes, tone, and emotional depth of the new project.
This case study highlights how I reshaped his visual language, storytelling, and digital presence to prepare for a high‑impact album era.
Brand Audit & Identity Reset: Before building the new brand, I conducted a full audit of his existing identity:
Inconsistent visuals across platforms
No clear color palette or aesthetic direction
Mixed messaging that didn’t match the album’s tone
Lack of cohesion between photos, cover art, and social content
No defined narrative or emotional through‑line
From this audit, I directed some lifestyle shots in his favorite color, yellow as the background.
Creative Direction: I built a new visual identity that aligns with the album’s themes of growth, introspection, and emotional evolution.
Creative direction includes:
Establishing a color palette (expressive primary colors, muted tones, cinematic shadows)
Developing a moodboard inspired by nostalgia, vulnerability, and modern R&B aesthetics
Redefining his visual persona: more intentional, expressive, and artist‑forward
Guiding styling choices to match the album’s tone.
This direction now informs every visual decision for the album rollout.
Using an anime style natural background gives the sense of calm and unrealistic beauty, like delusion
Brand Messaging & Narrative Development: I helped DanielJay articulate a clear narrative that connects the music to his identity.
Messaging work included:
Defining the core story behind the album and working with the team media specialist to write it
Crafting language that reflects emotional maturity and artistic growth
Aligning captions, bios, and promotional copy with the new brand voice
Positioning him as a rising R&B storyteller with a distinct point of view
This narrative now anchors the entire rollout.
Delusional Or Determined?Digital Presence Overhaul: To support the rebrand, I restructured his digital footprint to feel more polished and intentional.
Digital updates included:
Refreshing his Instagram layout and content strategy
Updating profile photos, bios, and highlight covers
Creating a consistent posting style for teasers, visuals, and behind‑the‑scenes content
Collaborative posts on the management page
His platforms now reflect a unified, professional identity
Visual Asset Development: I directed the creation of new visuals that match the updated brand identity.
Assets included:
New photoshoot concepts aligned with the album’s themes
Cover art direction for singles and the full project
Short‑form video concepts for TikTok and Reels
Cinematic teaser clips to introduce the new era
Visuals for DSP banners, story posts, and promotional graphics
These assets form the backbone of the album rollout.
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