Creative Art Director
Tyson <Cherry> EP
United Kingdom, 2022.
Branding and art direction project.
Deliverables: Visual Design for Website, EP covers, Interactive Game.
Creative team: Jerome Nicholson, Taoli Yang, Peixuan Xie, Jayoon Lee, Trisha Kim.
In collaboration with: Justin Mak, Beatrice Decarlo.
Tyson, a new artist from Ladies Music Pub in London, is set to release her upcoming album <Cherry>, which features five tracks that blend groove-based jazz fusion with dance rhythms. The creative and art direction team behind the project aimed to foster collaboration across disciplines, partnering with professionals and institutions to create a cohesive vision for the album, responsible for assembling a diverse and talented team of creatives to execute the artistic direction of the project. The team worked together to develop collaborative project proposals and establish an emotional tone and visual aesthetic for the album, ensuring that the final product reflected the artist's unique style and musical vision.
To develop a concept that explores the deep connection between love relationships and personal growth of a woman, the creative team brainstormed ideas inspired by the album's name, Cherry, which evokes sexual and suggestive connotations. We explored the use of flowers as a symbol of love and incorporated Tyson's own narrative into the project, using cherries as a central motif. The life cycle of a flower was used as a metaphor for the different phases of a love relationship and a girl's journey to womanhood.
As clients’ request, to ensure cohesiveness and authenticity in the metaverse while staying true to Tyson's existing world, the team developed a story that is set in a hypothetical world.
The world was built around the idea that every human is born with a seed in their belly button, representing their innate potential and gifts. Through this concept, we sought to convey the message that each individual's life experiences nourish and nurture their personal growth, much like a plant. As the plant grows and evolves throughout one's life, it becomes a part of their body, with vines wrapping around them to provide protection.The plant's appearance, including its colour and shape, reflects the memories and experiences that have influenced the individual's life.
Ultimately, the journey of life is a lesson that teaches us to cherish the "cherry" moments in our lives, and each seed we are born with has the potential to grow into a beautiful flower or a withered plant, depending on how we nourish it.
The Website
Gallery
Interactive Game
The interactive game made for promoting the album is centred around the concept of “plant your love” by letting players nurture their virtual plant. The players have to direct the flower into light, insert it in the water, and listen to Tyson’s music to assure it thrives.
