Crafting the Vision

The first step was developing the group’s visual identity. I worked closely with the members of CLAY to define a minimalist design language that could flex across different applications, from album artwork to stage visuals. The concept of discovery through nostalgia became a central pillar, influencing our choices of color, typography, and visual motifs. This theme of warmth and familiarity, inspired by the cassette tape, allowed us to craft visuals that felt intimate yet modern.

Next, I applied this identity to the album itself, designing artwork that reflected both the musicality and the nostalgic undertone of the project. Motion graphics followed, with an intro video to set the tone of the concert and interlude videos to appear between performances. Each song received its own unique visual theme, guided by the overarching aesthetic, ensuring that the audience was transported into the mood and story of the music.

Finally, merchandise development tied the brand together in a tangible way. T-shirts, keychains, posters, and the cassette tape itself were designed to carry the album’s personality into the hands of fans. The playable cassette tape became a central symbol of the album’s theme, providing a physical, collectible experience that mirrored the emotional resonance of the music. Across all touchpoints—album design, live visuals, and merchandise—the cassette-inspired theme created a cohesive, immersive narrative for the debut of CLAY.