A cohesive branding and promo campaign for indie artist Owen Bryce, capturing his dreamy, optimistic style and values across all platforms.
Explore the Project
The project focused on creating a comprehensive promotional strategy for Owen Bryce, an emerging folk/indie artist preparing to release his debut EP. Our goal was to develop a cohesive brand identity and promotional campaign across multiple platforms to maximize audience reach and engagement.
Owen Bryce, a talented indie folk/pop artist and student at the Rockacademie in Tilburg, approached our team to help him build his personal brand from the ground up. As an emerging musician with limited exposure and resources, Owen needed to create a cohesive and memorable identity that would resonate with his target audience and reflect his unique musical style.
Key challenges included:
To address these challenges, we designed a multi-faceted branding and communication strategy tailored to Owen's goals, voice, and artistic direction. By focusing on authentic storytelling and cohesive visuals, we aimed to craft a digital presence that would engage listeners and elevate Owen’s visibility in a crowded music market.
Strategic approach:
We developed a comprehensive Instagram strategy to build Owen's following and create anticipation for his EP release. The approach focused on consistent visual aesthetics, authentic storytelling, and strategic content scheduling.
To amplify Owen Bryce’s artistic message and increase engagement, we curated authentic quotes and analyzed effective promotional methods from established artists in the indie/folk scene. This initiative supports the broader branding strategy by deepening emotional connections with fans and reinforcing Bryce's musical philosophy through shareable, engaging content.
We designed a cohesive visual branding for Bryce's EP cover suitable for Spotify and developed an engaging TikTok promotion strategy to reach new audiences.
Through comprehensive research, we identified Bryce's core audience as 25-35 year old urban professionals with an appreciation for authentic storytelling and acoustic-driven music. This demographic values authenticity and personal connection with artists.
We analyzed leading indie folk artists such as Billie Eilish, Olivia Rodrigo, and Dominic Fike to uncover effective branding and promotional strategies. Common success factors included visual consistency, platform-specific content, and authentic storytelling that builds deep fan loyalty.
Current trends in music promotion for indie/folk artists reveal the growing influence of platforms like TikTok and the importance of behind-the-scenes content in building authenticity. Minimalist branding and cross-platform storytelling also help artists maintain cohesive and engaging identities.
From our findings, we distilled five essential pillars that define a strong brand for Owen Bryce and similar artists:
We developed a comprehensive brand guide to ensure consistency across all platforms and materials. This guide established the visual and tonal foundation for Owen Bryce's artist identity.
Open Sans is our primary body text font. It offers excellent readability across devices and sizes, making it perfect for longer content blocks, descriptions, and informational text.
"Playfair Display adds an artistic touch to quotes and special callouts, reflecting the artistic nature of Owen's music."
The photography style emphasizes natural lighting, authentic moments, and connection with nature. Images feature warm tones, shallow depth of field, and candid expressions to convey authenticity and artistic depth.
Owen's brand voice is authentic, thoughtful, and conversational. Communication should feel personal and direct, avoiding industry jargon in favor of genuine expression. The tone balances introspection with warmth and accessibility.
Minimalist design with strong visual impact, featuring clear typography and natural elements.
Consistent logo system with variations for different applications and backgrounds.
Customizable templates for consistent posting across Instagram, TikTok, and other platforms.
Developed across multiple sprint iterations, these include posters, digital ads, and event assets each refined with consistent branding elements to ensure visual alignment and effective audience outreach..
Custom-designed hoodies, caps, and vinyl covers created to strengthen fan engagement and provide additional revenue streams through branded merchandise.
Selected to reflect Owen Bryce’s brand identity, these colors are used consistently across press materials, social media, and promotional assets to ensure visual cohesion and professional appeal for media outreach and industry engagement.
The comprehensive promotional strategy delivered significant results for Owen Bryce's EP launch, establishing a strong foundation for his music career and creating meaningful connections with his target audience.
Increase in Instagram followers during the campaign period
Spotify streams in the first month after release
Higher engagement rate compared to industry average
Local press features secured through the campaign
"The promotional strategy transformed my EP release from a simple music drop to a comprehensive brand launch. The cohesive approach across platforms helped me connect with my audience in a meaningful way and establish a strong foundation for my music career."— Owen Bryce, Artist
Conducted target audience analysis, competitor research, and market trend identification to inform our strategic approach.
Created comprehensive brand guide including color palette, typography system, photography style, and voice guidelines.
Developed platform-specific content including EP cover art, social media templates, promotional posters, and video concepts.
Executed coordinated release strategy across platforms, monitored performance, and made real-time adjustments based on audience response.
In this section, each challenge is presented alongside its
corresponding documentation.
By clicking on the image, you can view
the full PDF that outlines the process, decisions, and outcomes for
that particular phase of the project.
We encourage you to: Review each challenge carefully to understand
the design and strategic decisions we made.
Click the image preview to open the full document and explore the work in detail.
Look for connections between the challenges and how they shaped Owen Bryce’s final brand identity.
This area reflects the most critical parts of our project development highlighting
how we solved real design and communication challenges through collaboration, iteration, and creative thinking.
A creative branding and content strategy initiative to help indie/pop artist Owen Bryce express his identity through a custom logo, website, cover art, and promotional assets, highlighting his values of freedom, optimism, and dreaminess.
This sprint-based planning sheet outlines the week-by-week tasks for developing Owen Bryce’s brand identity. It tracks progress across design phases starting with style exploration and brand values, moving through content strategy, and ending with the final client presentation. Each task is monitored with live status updates to ensure timely delivery and effective team collaboration.
This visual board showcases Owen Bryce’s brand identity, featuring typography choices (Helvetica Neue & Times New Roman), a warm autumn-inspired color palette, logo variations, and mood photography. It reflects key brand values like freedom, optimism, and dreamines scapturing the emotional tone and personality of Owen's indie/folk music.
This comprehensive brand guide defines the visual and emotional identity of Owen Bryce. It includes logo variations and usage rules, a warm and nostalgic color palette, typography selections (Teenage Madness, Helvetica Neue, Times New Roman), and inspiration sources. The guide ensures consistent branding across all platforms and reinforces Owen’s message of freedom, optimism, and self discovery through music.
A direct conversation with Owen Bryce provided detailed insights into his website needs and artistic vision. He emphasized the importance of including a biography, music links, visual atmosphere, a future merch store, and an events calendar. He also referenced artists like Chance Peña and Hozier as inspiration. This feedback guided the structure, tone, and usability priorities of the final website design.
In this interview, Marwan shares his music preferences and emotional connection to lo-fi music. His insights reveal a preference for smooth, lyric-free tracks during focus time, and a strong association between lofi and calm, reflective moments. This feedback supports content decisions for mood based playlists, design aesthetics, and audience engagement strategies.
This final presentation showcases the full branding journey for indie/folk artist Owen Bryce. Created by Nedas Bagocius, Karim Massaoud, Maksym Feniuk, Kymani Duggan, and Jaydan de Windt, the project combines visual identity, storytelling, and strategic design to reflect Owen's personality, values, and musical vision. Presented on 13-03-2025.
This document outlines our team's shared principles for working effectively together throughout the Owen Bryce project. It defines expectations for meeting times, respectful communication, confidentiality, and decision-making. These agreements help create a structured, inclusive, and productive environment where all voices are heard and contributions respected.
This section presents the full visual development process in Figma, including moodboards, color exploration, logo trials, stylescapes, and final brand guidelines. It serves as proof of concept and iteration, demonstrating how Owen Bryce’s brand evolved through collaborative design and research-driven decision-making.
This showcase presents a range of playful and bold logo variations developed for Owen Bryce’s merchandise line. Inspired by his warm and nostalgic brand identity, the designs are applied across apparel items like caps and hoodies to foster fan engagement and expand brand visibility through wearable promotion.
This moodboard captures the visual and emotional tone behind Owen Bryce’s brand, highlighting themes of nature, warmth, introspection, and freedom. These references informed the color palette, poster aesthetics, and overall atmosphere used throughout the branding project to reflect Owen’s dreamy, acoustic indie style.