Tyla Water Branding + Music Video Identity Redesign Concept















Project details





ABOUT TYLA

Tyla Laura Seethal, known mononymously as Tyla, is a South African singer / songwriter. Born and raised in Johannesburg, she signed to Epic Records in 2021 after the INTERNATIONAL success of her debut single 
"Getting Late" featuring Kooldrink.

As of February 2024, Tyla has won a Grammy for her song "Water" at just 22, making history as the youngest ever artist to receive this award.

PROJECT GOALS

• create a cohesive digital identity that matched the music video and that the core brand audience could connect with.
• Use relevant typography and visuals
• Refresh the brand experience



TIMELINE:

1 WEEK

DELIVERABLES:

• YouTube banner
• YouTube Profile Picture
• YouTube Video thumbnails
• Music Video credits
• Visualiser Music Video
• Typography
• Branding
• Style guide

Before + After



YouTube









Music video title credits



Music video title credits





Music Video Tile









Lyric Video Tile







Final Designs



YouTube Music Video Tile

YouTube Lyric Video Tile

YouTube Visualiser Video Tile



Opening Credits

Animated prototype of music video title credits



Visualiser

Style 1 - 8mm camera, film grain and b-roll

Style 2 - Party & Romance







Style guide



















DESIGN PROCESS



The song Water was released in the winter, the visuals didn't match the summer campaign and teaser. I wanted to create a cohesive digital identity that matched the music video and that the core brand audience could connect with. I started with strong sourcing typography to match the rest of her brand experiences.



Youtube Card Visualiser for the song 'To Last' with 8mm effect



'Been Thinking' Lyric Video Tile

Strong typography and visuals.



Figma visual board with some of my favourite moments in the music video



Initially, I went into the project wanting to use 'Salva', but soon realised the readability and impact of the typeface was significantly reduced when the text was not in uppercase.

Figma inspiration board with 3 typefaces I wanted to experiment with



masking/inpainting processing.





I then experimented with the ligatures and stylistic sets of the other two typefaces.





I used a combination of three stylistics sets and adjusted the kerning of the 'W' and 'a' to get the final look. The character and personality of the font shone through without any a reduction in readability or balance.



When I was creating the visualiser video, I realised I couldn't adjust styling or ligatures in Davinci Resolve. To get round that, I created an overlay in Figma, imported it into Davinci Resolve, set the layer blend mode to normal and adjusted the X coordinates.



Test no.4 with branded overlay on top of the inmasked opening credits scene.



✨ Designed By Yolande St.Ville. October 2023.