Harrison Craig, the winner of Season Two of The Voice Australia.
Client
Harrison Craig
Year
2022
Branding project
Harrison Craig is an Australian musician who gained popularity after winning the second season of The Voice Australia. He has since released three successful albums and has established himself as a versatile and talented artist. However, Harrison needed a brand that could capture his unique blend of jazz and modern music and resonate with both his younger and older audience. In this case study, we will explore how we created a timeless and elegant brand that reflected Harrison's personality and music.
Our goal was to create a brand that captured Harrison Craig's unique style of music and connected with his audience. The brand had to be timeless, elegant, and original while appealing to a broad demographic. The brand needed to have a modern and contemporary look while being rooted in jazz, which is the heart and soul of Harrison's music. We aimed to create an aspirational experience by immersing his audience in his music and creating a level of intimacy.
We selected a colour palette consisting of gold, bliss blue, taupe, French café blue, navy, and black. The colour combination ensured that the brand could resonate with Harrisons' younger and older audience. The colours were carefully selected to represent sophistication, elegance, and timelessness while also adding a touch of modernity.
The branding reflects that Harrison Craig is more than Jazz but the heart and soul of his music is embedded in Jazz. We created a unique logo by vectorizing Harrison's handwritten signature, which created an original and personal look. The logo was designed to be flexible and adaptable, allowing it to be used in various applications.
We created social media assets, patterns, and logo variations that supported the branding to create a new visual experience. The social media assets were designed to be bold, vibrant, and modern, creating an aspirational experience for Harrison's audience. We created patterns that were inspired by jazz music, adding a layer of sophistication and elegance to the brand.
The overall look of the brand is elegant, eloquent, classy, timeless, and original. The brand creates a level of intimacy with Harrison's audience while also representing sophistication and elegance. The brand is not only fun but also classy and sensual. The brand looks and feel were designed to create an aspirational experience for Harrison's audience, immersing them in his music and creating a connection with his brand.
The results
The new brand for Harrison Craig was well received by his audience, who praised the elegant and timeless look and feel of the brand. The brand resonated with both Harrison's younger and older audiences, creating a broad appeal. The social media assets, patterns, and logo variations provided the brand with the flexibility to adapt to various applications. The brand created a new visual experience for Harrison's audience and reflected the personality and music of the artist. The new brand has helped to establish Harrison as a sophisticated and versatile artist while also creating a timeless and elegant brand that can grow and evolve with his music.
