For this project, 6 artists collaborated with MFMF for TikTok and were assigned six random musical genres using a lottery system. Because the music jumped from heavy metal to ballad to drum & bass, I had to build a chameleon visual identity system that allowed each track to have its own distinct style while still feeling connected.

What I handled

Visual Identity & Cover Art

I designed six individual, genre-specific covers alongside a master compilation artwork that housed the entire project under a single visual universe.

Concept Photography

I photographed the artists, tailoring the lighting, composition, and mood to match the specific visual identity of each genre's cover art.

Platform Rollout

I adapted the identity across digital assets, scaling the design system for Spotify placement and TikTok in-app banners.