WHAT A SHAME!


WHAT

I led the brand design of indie artist Hyejin’s debut EP WHAT A SHAME!, directing multiple promotional projects.

WHY

This was a freelance project supporting the EP’s rollout.

HOW

I visually reflected the EP’s sound and story through multiple promotional projects such as merchandise, liner notes, and video.

Graphics and illustrations made in Illustrator and Photoshop. 
Product mockups and final images edited with Photoshop.
Keychains laser-cut using Illustrator and a Helix Mini Pro.
Merchandise site and operations done with Shopify.

TASKS

Graphic Design
Product Design
Video & Photo Editing
E-commerce Management

TOOLS

Illustrator
Photoshop
Premiere Pro
Shopify

TYPE

Freelance

TIME

Spring 2023
Development
Collaborated with the artist and her team to develop a cohesive visual identity that felt representative of the artist and could be executed throughout promotional materials (photo, video, physical, commercial, etc.).
Logo Sketches

Cover Photoshoot. Photographed by Coco Tsaur.
Design
Designed and illustrated final assets for multiple promotional projects. Combined visual tropes from Y2K and early Hollywood media to reflect the EP’s sonic and lyrical direction.

LINER NOTES

MERCHANDISE


Hoodie
Keychain

Stickers
Promotion

SOCIAL

Similar to the EP itself, we wanted the merch drop to feel authentic and personal to the artist. We used social media to achieve this through behind-the-scenes and making-of content, highlighting the artist’s involvement in the process.

'Making-Of' Carousel Posts



Instagram and TikTok Posts

VIDEO

Video used to announce merch and opening of pre-orders.  Co-starring Tatiana Jimenez and myself.

Filmed in Photobooth. Edited by Tatiana Jimenez.