F. Charm (Brand Identity) Case Study

I invite you to take a look at the final results of this complex and important project where I had the opportunity to express my true self as a creator. This project consists of Logo Design, Album Design, Fashion Design (Clothing Merchandise of F.Charm) as well as web artworks, music videos, motion graphics YouTube artworks and Concert Poster.

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Logo Design (First Step)

We started our creative journey for this project by building the logo concept for F. Charm. For this specific project, the artist wanted me to get inspired by the identity of the American artist Yelawolf, keeping in consideration the vibe and feeling of his art, because F. Charm was inspired by his music and direction so much, so we did. To create this unique logo, I teamed up with my italian friend Andrea, started sketching & sketching until we got the final result which I carefully vectorized after using CorelDraw; Photoshop and Illustrator.

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Album Design (Second Step)

After we polished and put in the effort for the final touches of the Logo, the time to create the album design came. With only two weeks left to go before the grand release (Charm and his management team even launched the Press Releases through all the major media channels and Televisions of Romania. I was shocked to hear this; I remember being in my studio while I got the call from Charm asking if he could come to my studio to talk about something urgent.

Of course I said yes, he came with a full bag from McDonald’s and a couple of coffees to prepare the big news. Again, when he said that all the Press Releases are online and that we got only 2 weeks left to come up with a unique album design, I was fully shocked.

It took me some minutes to digest the info he shared with me, but I did a quick introspection and asked him to immediately start working on the project.

He said: “You’re an alien” and he laughed.

I laughed too.

He provided the name of the album: “Grădina cu Spini” which literally translates to “The Garden of Thorns”. We listened toghether to the album and I noted the main aspects, topics, vision and the message as a whole.

The main subject of the album was about society in general, people who look after personal advantages and benefits, real hood stories as well as the need for change and a better way of living for us humans in general.

The concept instantly popped up in my imagination so I started working on it. Charm left my studio soon after I started creating because he needed to return to his studio in order to polish the album’s final songs.

Due to the fact that he talked a lot on many songs about fake people who “talk sweet” to you just to benefit of personal advantages, I came up with the idea of a portrait with the head made out of thorns, accompanied by a red-eyed raven sitting on his shoulder. All this happening in a desert like, barren field environment with a sky full of clouds.

I finished creating the front cover overnight. When to morning came, we met and this time Charm was the one fully shocked, with tears in his eyes, being so grateful for this concept which was the first try, becoming the final version of the front album cover.

We met his manager and the rest of the team. They were incredibly happy, too.

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Fashion Design (Third Step)

Moving on to the Fashion Design chapter, everything came in handy thanks to the fact that we created such a unique and well-organized identity through the logo design. We designed the first items by focusiong on presenting the logo on high quality products.