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Made You Look

Brand: Sony Music Entertainment - New Zealand

Project highlights
Creative solutions
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Project

Role:
Graphic Designer
Illustrator
Campaign Strategist
Social Media
Merchindise

Made You Look brief was for a newly launched duo signed under Sony Music Entertainment New Zealand, made up of renowned drummer and producer Shelton Woolright vocalist/producer Alex Thompson. With a powerful shared history and a global mission to connect with audiences, the duo needed a striking visual presence to match their sound and story.

The creative direction focused on establishing a fresh, edgy, and purposeful brand identity that would not only turn heads but also stand the test of time. The brand was built to reflect their artistic roots and bold energy, capturing their essence as a yin-yang duo while building a foundation for their long-term presence in the music industry.

To support their debut, the project needed a three-tier campaign spanned the pre-release, release, and post-release phases. Beginning with an anonymous poster series designed to spark intrigue and relatability, the campaign evolved to reveal the artists behind the message. Central to the launch was an interactive 3D website experience a dynamic digital space where fans could immerse themselves in the world of Made You Look, aligned with their values of creativity, fun, and entertainment.

Project

Branding:

The branding for Made You Look was built around a bold, raw aesthetic that reflects the duo’s energy and attitude. The style scape features a scratched-effect logo, gritty typeface, and a high-impact colour palette of red, black, and white. Grain textures and collage-inspired visuals add a tactile, cut-and-paste feel, tying into the themes of authenticity and rebellion that run through their music.

Campaign:

The campaign centred around the song’s core theme: the emotional journey of a breakup and the process of moving on. Visual storytelling was key, with film strips used as a metaphor for memories being raw, nostalgic, and often painful. All photography used throughout the campaign were photographed on 35mm film, enhancing the sense of realism and emotional texture. To reflect the artist’s shifting mental state, the film strips were physically torn and burned, then re-photographed to capture the destructive progression in a tangible way. Song lyrics were woven into the visuals to deepen the narrative.
This evolution unfolded across a three-part campaign — pre-release, release, and post-release — where posters and billboards featured the burning strips to build intrigue, create visual impact, and stay true to the story at the heart of the song.

Merch:

The merchandise design extended the visual language of the brand, carrying through the same grainy textures and raw aesthetic established in the style scape. Inspired by the duo’s yin-yang personalities, the designs incorporated contrasting elements, including the recurring eye motif and layered grain to reflect balance and duality. Custom garment tags were added to create a more personal, collectible feel. The pieces were intentionally designed to be versatile, blurring the line between streetwear and more feminine styles, a deliberate choice to ensure the merch resonated with a wide and diverse audience, true to the inclusive spirit of the brand.