Coalition

Coalition - 

Campaign Prototype & Visual Framework

Executive Brief

A scalable, narrative-driven visual identity and launch architecture designed for multi-platform campaign deployment.

 

Project Overview:

 

A foundational creative direction and campaign system designed to explore emotional tension, narrative isolation, and atmospheric depth. Developed as an initial proof-of-concept, this framework established the core visual identity, typography hierarchy, and asset-scaling architecture utilized to guide the final production rollout.

 

Strategic Purpose:

 

 A/B Visual Testing: Tested low-frequency urban gradients and silhouette textures to establish high-impact feed retention.

 

 System Scalability: Built and validated multi-platform templates (DSP artwork, print mechanicals, OOH mockups) prior to final subject photography integration.

 

 Creative Direction Blueprint: Served as the core design bible to ensure aesthetic consistency across the full campaign lifecycle.

 

Scope:

 

Core Identity Assets: Primary and secondary cover art (1:1 high-resolution master files formatted for digital service providers).

 

Physical & Out-of-Home (OOH) Production: Print-ready mechanical layouts for physical CD jewel cases, inserts, tray cards, and urban poster placements.

 

Digital & Social Architecture: Mobile-first promotional assets, motion process video documentation, and UI-optimized digital layouts.

 

Asset Automation & Scaling: Production-ready templates designed for rapid deployment across multi-channel rollout schedules.

Creative Direction & Mood board 

Keywords: 

Moody; Reflective; Urban; Emotional; Abstract: Conceptual

 

Visual Elements: 

 - Gradient inspired by blurred streetlights at night 

 

 - Textures and overlays for depth 

 

 Color Theory & Atmospheric Depth: Urban evening gradients and low-frequency tones designed to stand out against high-contrast, oversaturated social media feeds.

 

 Visual Metaphor & Brand Identity: Silhouette blur techniques used to establish narrative intrigue, increasing click-through rates (CTR) on digital streaming platforms and promotional posts.

 

 Typography Hierarchy: High-contrast serif placement positioned to ensure instant brand legibility across both large-format print and micro-mobile screens.

 

Design Process

A. Color Palette Development​​​​​​​

Pulled from a blurred image of a busy street at night. 

 - Earthy purples

 - Burnt oranges

 - Urban grays

B. Typography & Layout

- Typeface: 

- Front cover title placement for visual weight and mood 

- Back cover balanced between track list and barcode

C. Creating the Blurred Figure

"The blurred figure represents walking away, fading identities, and emotional distance."

Final Design Outcomes

Front Cover

​​​​​​​Back Cover

​​​​​​​Mockups & Presentation 

Strategic Outcomes

Delivered a turnkey, multi-channel asset suite that reduced post-production overhead, streamlined campaign rollout velocity, and established a distinct, highly recognizable brand identity across physical and digital environments.