TRAVIS SCOTT
REDEMPTION REBRAND
THE BRIEF THE BRIEF THE BRIEF THE BRIEF
In the world of music, an artist's image and brand are the most crucial components of their success. For some, these become carefully crafted personas that exist as living, breathing iconography of their artistry.
However, when real-life events reshape an artists public perception, how do we regain control of the narrative? In the case of Travis Scott, the tragic events that unfolded at the 2021 Astroworld Festival in Houston have undeniably impacted his image. Unlike other artists who can separate themselves from generally negative press by relying on the character created— Travis Scott's brand has been built solely on his ability to command an audience, and create a cult following in rage culture.
In this mockup project, we'll explore how to rebrand Scott, without changing his approach to music. Turning the page on a difficult chapter and redefining his image in a way that feels authentic, fresh and future focused.
REDEMPTION REBRAND
In the world of music, an artist's image and brand are the most crucial components of their success. For some, these become carefully crafted personas that exist as living, breathing iconography of their artistry.
However, when real-life events reshape an artists public perception, how do we regain control of the narrative? In the case of Travis Scott, the tragic events that unfolded at the 2021 Astroworld Festival in Houston have undeniably impacted his image. Unlike other artists who can separate themselves from generally negative press by relying on the character created— Travis Scott's brand has been built solely on his ability to command an audience, and create a cult following in rage culture.
In this mockup project, we'll explore how to rebrand Scott, without changing his approach to music. Turning the page on a difficult chapter and redefining his image in a way that feels authentic, fresh and future focused.
ISOLATION
Peeling away the layers of chaos, crowds, rages and rampages that have come to define Travis Scott's image. Here is where we
release him from his longstanding dictatorial relationship with power and influence over others.
Allowing us to narrow down the individual artist beneath. This isolation serves as a cleansing, and a necessary step to distance his character from the need to be idolized.
ILLUMINATION
Where we shine a spotlight on the lesser-known aspects of Travis’ artistry. delving into his creative process, showmanship and collaborative versatility. Revealing his natural abilities commanding a room, composing, producing, and writing his own music, his success in creative direction across food, film & fashion and his ability to commit to the audience under all circumstances. Leaning into the depth of his talents by showcasing his versatility and growth offers a fresh perspective and opportunity for fan appreciation.
Presenting Travis Scott not as cult leader, but a ringmaster.
Presenting Travis Scott not as cult leader, but a ringmaster.
THE INSIGHT
Similarly, Jesters entertained with a wide variety of skills.
Mostly with the use of song, music, and storytelling, but many also employed acrobatics, juggling, telling jokes (such as puns, stereotypes, and imitation), and performing magic tricks. Much of the entertainment was performed in a comic style to entertain the audience and evoke joy.
Mostly with the use of song, music, and storytelling, but many also employed acrobatics, juggling, telling jokes (such as puns, stereotypes, and imitation), and performing magic tricks. Much of the entertainment was performed in a comic style to entertain the audience and evoke joy.
A refocused rebirth of Travis Scott's UPTOPIA album, now set inside a circus arena.
A three night limited-ticket event, aimed at showcasing his talents: producing live beats and real-time reworkings of UTOPIA tracks, freestyling with surprise collaborators from different genres, and highlighting his transition from a raging crowd-pleaser to a one-man spectacle.
This rebrand highlights Travis Scott as the master of his own universe, blending captivating elements of Cirque du Soleil's set design, Charlie and the Chocolate Factory's eccentric and futuristic character styling, and a relatable character arch similar to Bruce, in Bruce Almighty.
This fusion of art direction ushers in a new era, breaking the fourth wall on his creatvity and offering audiences a front row seat at his transition.
finding the light towards AN inTENTIONAL TRANSITION
Using illumination in small, purposeful doses to symbolize Travis Scott's journey of personal and artistic transformation.
Similarly as one does life, death, the afterlife and heaven.
These carefully placed light elements represent moments of finding clarity and enlightenment.
Leaving behind the moodier aesthetic to embrace a transcendent visual language.
WHITE SPACES
new beginnings. forward thinking. fresh perspective.
RODEO RINGMASTER MEETS UNISEX GLAM MEETS DIVINE ARCHANGEL.
Circus Maximus: ACENSION will highlight his previous success with Dior under his apparel brand CACTUS JACK.
CACTUS JACK and Dior will seek to showcases his costume design skills with a couture collection for the show.
CIRCUS CONCESSION AT THE wonka FACTORY
Building off of and reminding audience of Scott’s globally successful McDonald’s collaboration—ranked their #1 collaboration since Michael Jordan in 1991.
McDonald’s x Cactus Jack help curate a selection of wild eats and odd combinations that feel fun, whimsical and slightly addictive.
THANK YOU!
Kibria
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