luv, leo was a deeply personal project for Rapta—an album rooted in love, reflection, and identity. My job was to craft a visual world that felt just as intimate as the music, using analog textures, soft palettes, and handcrafted pieces to mirror the emotional tone of the record.
Year
2023
Client
Rapta
Service
Creative Direction
Tools
01
The cover featured a candid portrait of Rapta in a dim, warmly lit setting with “luv <3 leo” carved into the desk—like a note left behind. This became the emotional foundation of the visual world.
02
I designed a full suite of animated promotional content: Pre-save reels, “Out now” loops, and Story assets and highlight banners. All used light leaks, lo-fi transitions, and handwritten overlays to feel personal and nostalgic.
03
I created a line of handmade apparel and accessories that blurred the line between fan merch and sentimental object:
“I ❤️ LEO” T-shirt — playful yet iconic
Burgundy fleece hoodie — oversized with tonal print and arm detailing
Embroidered beanies — heart/dove motif nodding to album symbolism
Each item included hand-stitched DZN_ tags, making them feel like artifacts from Leo’s universe.
04
A custom Canvas loop matched the warm tones and candid feel of the album cover — creating a moment of visual continuity for the listener.
luv, leo didn’t just release — it arrived as a fully-formed love letter. Every asset, whether digital or wearable, reinforced the album’s tone: vulnerable, nostalgic, and personal. The result was a brand world where fans could feel part of Leo’s story.
Closing Notes
Sweet Nothings was never meant to be just another album drop — it was a playful, immersive experience. By reimagining the rollout as a full cereal brand, I designed a character-driven universe starring Rapta’s real-life dog, Rufus, that crossed music, fashion, packaging, and interactive play.
