CASE STUDY
LOCAL MUSIC
VISUAL IDENTITY • MERCHANDISE DESIGN • VISUAL STORYTELLING
OVERVIEW
Local Music showcases visual identity and promotional work created for independent artists throughout Southern California. Spanning album artwork, merchandise, event promotion, and supporting brand systems, each project required translating an artist's sound, personality, and creative vision into a recognizable visual language. The work focused on creating cohesive identities capable of extending across physical merchandise, digital platforms, and live performance environments while helping artists build memorable connections with their audiences.
ROLE
Visual Identity • Album Artwork • Merchandise Design • Poster Design • Illustration • Typography • Art Direction • Promotional Design • Event Marketing • Brand Development • Visual Storytelling
01
DIESTRA MUSIC
Diestra required a visual identity capable of supporting merchandise, album artwork, promotional graphics, and live event materials while reflecting the artist's synthwave-inspired sound. Drawing inspiration from retro-futurism, neon-soaked coastlines, vintage technology, and 1980s visual culture, the project established a cohesive visual language that could evolve across multiple formats. Through illustration, typography, and color, the resulting system helped create a recognizable identity that supported both digital promotion and physical merchandise.
02
NUEVA
The NUEVA project required a visual identity that could capture the themes of the music while remaining flexible enough to support album artwork, promotional materials, and future releases. Inspired by Día de los Muertos iconography, the design centered around a hand-illustrated skull motif paired with restrained typography and contemporary color palettes. The resulting system balanced cultural inspiration with modern simplicity, creating a memorable visual identity that could extend across both physical and digital applications.
