"Made You Look" are a new electrifying two-piece band/duo comprising of Drummer/Producer Shelton Woolright and Singer-Songwriter Alex Thompson from Sony Music New Zealand looking to develop their brand image and "breakthrough" into the New Zealand pop music scene.
Sony Music tasked our group with creating a bold, energetic brand identity for a local pop duo, along with a campaign to promote their upcoming single, "Sweater", launching in February 2025. As Head of Graphic Design, I led the visual direction—shaping the aesthetic based on creative feedback from the artists themselves.
We explored visual influences like Twenty One Pilots, Blink-182, and Post Malone, drawing inspiration from grunge, Y2K, and mixed media styles. With this, I developed a unique brand identity that helped the duo stand out in New Zealand’s pop scene—capturing their high-energy sound and breakthrough style.
For the logo, I created a clean, impactful mark using MYL (Made you look) initials, blending bold design with subtle nods to their Y2K and grunge influences. The result is a cohesive, memorable look that reflects their personality and sound.
To promote the single "Sweater", we created a grunge- and graffiti-inspired campaign rooted in the duo’s personal aesthetic. Using handwritten lyric notes from singer-songwriter Alex Thompson, we teased the release with weekly reveals—each featuring new lyrics scribbled and slowly unveiled over time.
To build hype and interaction, we included QR codes allowing fans to pre-save the track and sign up for early lyric access via a mailing list. Subscribers also gained exclusive access to merch, including limited-edition clothing, CD prints, and vinyl releases.
My final deliverables included campaign visuals with layered, handwritten lyric designs, exclusive tour and public merch concepts, and a complete visual brand package: logo, wordmark, colour palette, and brand guidelines.
The result: Made You Look launched with a striking identity that helped them stand out in the NZ pop scene—capturing attention, growing a fanbase, and delivering an unforgettable debut.
