Case Study - Visual Identity and Campaign for Music Artist Launch

The Opportunity

Sundarri approached us ahead of a major single release with a clear mission: build a brand identity and campaign strategy that could grow her audience organically, feel authentic to her sound, and drive engagement on modern platforms like Instagram, TikTok, and YouTube.

Why It Mattered

As an independent artist, Sundarri faced the challenge of creating professional, engaging content without the backing of a full team. To make an impact, she needed a consistent visual voice, compelling video assets, and a multi-platform campaign that could cut through the noise.

Key Challenges:

• Low production bandwidth: Limited time and budget to execute a full campaign in-house.
• Platform-first strategy: Needed short-form content tailored for TikTok and Instagram Reels.
• Brand consistency: Required a cohesive look and feel across all touchpoints.
• Discovery barrier: Breaking through to new fans without paid promotion.

We focused on delivering high-leverage, repeatable content assets that could scale across platforms—with a strategic rollout to maximize momentum.

The Goal

• Craft a modern, confident visual identity aligned with Sundarri’s music.
• Produce high-quality video assets (music video, lyric content, behind-the-scenes).
• Launch a content campaign that drives reach, engagement, and discovery.
• Lay the foundation for future brand and content expansion.

Our Process

1. Creative Direction & Content Strategy

We started with an agile discovery sprint to align visuals, tone, and narrative. This guided all creative outputs, including:

• Storyboarded music video concept
• Visual tone and brand references
• Post cadence and engagement strategy

We mapped content types to platform-specific goals, emphasizing short-form formats for maximum exposure.

2. Full-Service Video Production

We handled direction, shooting, and editing for multiple video formats:

• Official Music Video: Performance-focused shoot with color grading and rhythm-based edits.
• BTS & Reels: Behind-the-scenes, candid moments designed for short-form content.

All assets were cut natively for each platform to reduce friction and maximize reach.

3. Multi-Platform Campaign Launch

We launched with a staggered content drop across TikTok, Instagram, and YouTube. Each piece included strong CTAs, platform-native language, and hashtags tied to relevant trends.

We tracked performance across each channel using native analytics and qualitative feedback, quickly iterating on what resonated.

The Result: Sundarri

Sundarri’s single launch successfully cut through, establishing a strong brand presence and drawing real attention on key platforms.

See it in Action

Watch the Launch Activation

What we did