LOTTE
Lotte is a Norwegian singer from Oslo on Balance It Out Records, an independent record label that focus on global digital presence.
The singer works as a nurse by day to support her love of songwriting.
Series of moodboards
Brand Identity, Album Art, Single Release Campaign
Connected through Ladies Music Pub, a nonprofit organisation for womxn and gender variant people working in and around the music industry, I met Magdalena Jensen.
The client requested a logo housed within a tight, structured box, citing bands like Pulp and Oasis as visual references.
The artwork concept required a grid of nine photos of the artist Lotte, styled to resemble a contact sheet.
I developed a mood board to align with the client’s vision, and gravitated toward the bold, saturated frames found in vintage Kodachrome frames.
Typography & The Word Mark
The artist shared that her passions for surfing and astrology serve as major driving forces behind her songwriting.
My mood board drew heavily from bold, expressive 1960s typography.
In designing the custom word mark, I played with angular serifs and stark weight contrasts.
This approach gave the typography a sense of organic movement—subtly echoing the crest of a wave or the sleek lines of a surfboard.
Campaign Rollout & Building Momentum
Once the word mark was finalized, I executed a strategic rollout plan for the single's release.
Because the launch was scheduled for autumn, and the Spotify Canvas video featured Lotte walking through autumnal foliage, I selected a bold, seasonal orange as the campaign's anchor color.
To drive anticipation across socials, I animated a countdown sequence for promo Ads.
Final Deliverables & Impact
The enduring success of the design is reflected in the fact that the logo remains the core visual identity for her music today.
The complete campaign suite comprised the final single artwork, digital marketing banners, and an animated lyric video used for targeted promotional campaigns across Instagram and YouTube Ads.
You can view the lyric video here.
