“m us eum / Living Is Proof”
Client: Citizens
Creative Direction / Album Cover + Packaging // Photography // Graphic Design // Merch Design // Logo + Branding // Video & Visual Identity
Overview
m us eum (LP) and Living Is Proof (EP) are projects centered on memory, presence, and lived experience. The creative goal was to build a visual system that felt archival yet alive—something that honored the past while existing firmly in the present.
I led the creative direction across both releases, ensuring a cohesive visual language that could live across physical formats, motion, and merchandise while maintaining conceptual depth.
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The Idea
The core concept treated the music as an exhibition of lived moments—songs as artifacts, emotions as preserved experiences. The visual language borrowed from museum and archival references, but stripped of institutional coldness, favoring humanity, imperfection, and intimacy.
The tension lived in the contrast:
curated, but personal
archived, but breathing
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Creative Direction
I developed the overarching visual and branding system for both projects, guiding how the music translated into imagery, packaging, and motion.
Direction included:
• Establishing a unified concept across LP and EP releases
• Defining visual rules for typography, layout, and imagery
• Creating continuity between physical, digital, and wearable formats
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Execution
Album Cover & Packaging
The album artwork and packaging were designed as tactile objects—meant to feel collected rather than consumed. Layouts referenced archival systems, spacing, and labeling, allowing restraint and negative space to carry meaning.
Photography
Photography focused on stillness and observation. Images were treated less as promotional portraits and more as documentation—capturing moments that felt quietly significant.
Graphic Design
Graphic systems were minimal and modular, allowing the identity to flex across formats while maintaining consistency. Typography and layout functioned as structural elements rather than decoration.
Logo & Branding
Branding elements were subtle and intentional—designed to support the narrative rather than dominate it. The identity acted as a framework that could hold evolving content without losing clarity.
Merch Design
Merchandise was approached as extension pieces—wearable artifacts tied to the album’s themes. Designs favored longevity and meaning over trend-driven graphics.
Video
Motion content expanded the concept through pacing and atmosphere, emphasizing tone and texture over performance. Video functioned as another room in the exhibition rather than a standalone asset.
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Role
Creative Director
• Concept development & visual strategy
• Album artwork & packaging direction
• Photography, video, and motion direction
• Graphic systems, logo, and brand identity
• Merchandise design & creative oversight
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Outcome
The result was a cohesive creative ecosystem across two releases—where music, design, film, and physical product felt unified by a single conceptual thread. m us eum and Living Is Proof functioned not just as records, but as curated bodies of work meant to be experienced, revisited, and lived with.