Farewell represented a thematic and aesthetic shift for Rapta—an introspective, cinematic sound needed an equally immersive visual identity. My role was to translate the sonic world into a visually cohesive experience that felt both analog and emotionally rich, touching every step of the rollout journey.
Year
2019
Client
Rapta
Service
Creative Direction
Tools
01
A monochromatic portrait with a cassette-tape blindfold conveyed themes of distortion, memory, and vulnerability. This central visual became the foundation for the campaign's entire visual language.
02
Motion story art and animated loops used grainy transitions and analog flicker effects. Pre-save and "Out Now" banners retained a consistent aesthetic across formats
03
A dusty grey hoodie with a sculptural angel photo on the back, reinforcing the project's tone of farewell and finality. Typography and layout mimicked VHS tape spines.
04
Designed a minimal loop that kept attention on the emotional tone of the track—pulling directly from the cover image to maintain cohesion within the streaming platform.
05
Created faux VHS packaging to deepen the analog narrative and enhance fan immersion. Even the “Sep. 6” handwritten label was carried across rollout pieces.
From a blurred cassette motif to vintage-inspired merch and Spotify loops, every asset was deliberately part of a larger farewell ritual. The experience felt less like a song release and more like a visual mixtape — intimate, tactile, and memorable.
Closing Notes
With Invitation, the goal was to create a calm, poetic visual system that felt soft yet structured—evoking themes of openness, transition, and personal messaging. I designed a holistic rollout that used recurring symbols (dove, letter, linear motion) across formats, inviting the viewer into Rapta’s world both emotionally and visually.
