3 MONTH REBRAND AND SOCIAL MEDIA CAMPAIGN

CLIENT: 

Sam-r

ROLE:  

Creative Director, Graphic Designer and Illustrator

PROJECT OVERVIEW:

Collaborated with Toronto-based Middle Eastern Hip-Hop artist Sam-r to develop a cohesive visual identity for his brand and four singles in 2020—W, 500, Don’t Worry About It, and Got You—alongside a 3-month social media campaign to promote their releases. This project encompassed cover art design, campaign posters, and logo development, all tailored for social media and streaming platforms such as Instagram, TikTok, and Spotify.

Leading the design and execution of Sam-r’s brand logo, I integrated music notes into the typography to visually represent his artistic identity. Initial concepts were hand-sketched in Procreate, with final refinements made in Adobe Illustrator and InDesign to ensure a scalable, high-quality logo suitable for marketing and print applications.

In addition, I designed the cover art and promotional materials for W, capturing the song’s "boss" mentality and communal influence. Drawing inspiration from Sam “Ace” Rothstein’s iconic red suit in Casino, I aimed to reflect Sam-r’s persona, merging themes of success, ego, and indulgence. The smoke symbolizes the duality of a winning mindset, illustrating how ambition can shape one’s state of being. The final assets included a high-quality cover and a campaign poster to boost social media engagement and awareness.

For 500, the goal was to visually capture the essence of nostalgia through the artist’s university apartment, a creative hub for music-making and late-night gatherings. Inspired by synth-wave aesthetics, I incorporated a neon-infused color palette, silhouettes of featured artists, and a nostalgic street scene. The final design paid homage to the apartment’s significance, evoking the energy and camaraderie of young creatives. A campaign poster was also developed to support the song’s release strategy across social platforms.

Continuing the "boss" aesthetic introduced in W, the cover art for Don’t Worry About It retained Sam “Ace” Rothstein’s red suit while integrating the faces Sam-r and featured artist Erin B, encircled by liquid gold—symbolizing a stress-free, supportive environment. Initial drafts included money bills and a private jet, but the artist emphasized the theme of genuine camaraderie over material wealth. Through multiple iterations and client feedback, we refined the final design to authentically represent the song’s message.

For Got You, a deeply personal track, the client wanted a rose as a central symbol of love and devotion. To enhance the emotional depth, I incorporated double-exposed Kodak Portra 400 film photographs of Sam-r from a recent recording session, seamlessly blending the artist’s personal imagery with conceptual design. This unique approach resulted in a visually striking, intimate cover, aligning with the song’s heartfelt narrative.

By implementing client-specific requests, ongoing feedback, and iterative design refinements, I delivered high-quality visuals and marketing materials optimized for social media and streaming platforms. This project exercises my ability to strategically translate an artist’s vision into impactful visuals, enhancing their branding, engagement, and promotional reach.