lina in capitals

Lina Larissa Strahl, known as LINA, is one of the most popular and successful pop stars in German-speaking countries. Before the launch of her new album "24/1", Lina commissioned us with extensive brand research and derivation for the orientation of her new album campaign.

BRAND DISCOVERY

In order to better understand Lina's brand and her goals for her New release with a more mature orientation, we worked closely with Lina and her team to develop elementary core values. These core values created the basis for our further procedure and from here we were able to create a coherent derivation for the new album campaign and a new artistic strategy.

This included a bespoke definition of the artist LINA, and her audience but also a guide on how to get there. A bridge had to be built from the teen star we all know and love to a new, mature and serious artist. The beginning of a new era!

AN APPROACHABLE POPSTAR WITH MANY TALENTS

STRONG

CONFIDENT

AUTHENTIC

RECOGNIZABLE

PURE

RESEARCH

To support our core values with in-depth research, we set to work and dug deep into the depths of international pop music. After an analysis in terms of "what drives the competition" at national and international level, mood boards were created with content and ideas from Lina herself, but also with the results of our research. From Y2K nostalgia, to 90’s grunge and nowadays popculture – we created vision boards for color worlds, shapes, typography, design elements and much more.

DESIGN PRINCIPLES

With existing image material and our developed design elements, we created a draft that served as the basis for the late album campaign.

When it comes to creating an album campaign, we understand the importance of capturing the essence of the artist's work and conveying it through visual elements. To achieve this, we start by analyzing the existing image material and design elements provided by the artist or record label.

We then work to enhance these elements and incorporate our own unique design concepts to create a cohesive and visually striking campaign. Through a collaborative process with the Artist, we develop a draft that serves as the foundation for the final campaign.

FINAL CREATIVE

In this case, our design direction file and the complete derivation were handed over to an external creative director and served as the basis for the final campaign.