Today, the visual identity of a music release exists simultaneously across physical editions, promotional materials, merchandise, social media, and video.

With each of these formats, the audience engages separately, yet together they form the complete perception of the release.

One release—many points of contact.

The more formats included in a campaign, the more crucial it is to maintain a visual connection between them. Simply repeating one cover across all mediums is insufficient—each format has its own function, scale, and way of engaging the audience.

The cover, physical publication, merchandise, social media presence, promotional materials, and videos all contribute to a unified release identity. If these elements exist independently of one another, the visual concept loses its cohesion.

Therefore, it is crucial to create a system that can adapt to the medium while maintaining the overall idea and mood of the release.

Based on the HALO — Tiffany Day album, I am developing a visual system that unifies various release formats into a single visual world.

The project will include physical editions and packaging, a photobook or booklet, print materials, merchandise, digital media, and video.

Each format will have its own unique execution while adhering to shared visual principles.

— Release Analysis
music, lyrics, themes, and artist persona

— Visual Concept
core idea, imagery, and mood

— Visual Language
photography, typography, color, materials, and composition

— Carrier System
adapting the concept for physical, print, digital, and video media

— Execution
creation and production of the campaign’s final deliverables

Physical
physical editions / packaging / photobooks / inserts

Print & Promo
posters / promotional materials

Merch
items and wearables

Digital
social media / digital content

Audiovisual
video

I do not want to create a single visual template and simply apply it across different mediums. Each element of the campaign will possess its own character, while coherence will be maintained through shared imagery, material language, color palette, typography, compositional principles, and overall mood.

The starting point is the music, lyrics, album title, release themes, and the artist’s persona.

Based on these elements, a visual concept is developed, which dictates the subsequent work with photography, graphics, typography, color, and materials.

The release date, project composition, and visual direction have now been determined. Following this, I will move on to developing the visual language, photography, and material experimentation. After that, the concept will be translated across physical, print, digital, and audiovisual media. The next step is to select and finalize the project’s core visual direction.