Branding a music project inspired by camp and burlesque
Intro: I have been making synthpop under the name Madame Reaper since 2021. In addition to writing, producing, and performing as Madame Reaper, I built the project's brand identity from the ground up. Inspired by drag, camp, burlesque, and '80s excess, my visuals marry neon colors with gothic motifs. From merch design to electronic press kits and everything in between, I aim to emphasize the project's punk, anti-establishment ethos.
Skills/applications: Brand identity, brand positioning, logo, posters, merch design, digital design (EPK), video
Tools: Adobe Photoshop, InDesign, Illustrator, Premiere Pro, After Effects
The challenge: For this project, I aimed to develop a visual language that reflects anti-establishment ethos, celebrates femininity, and references a traditional goth aesthetic. In short, I had to develop a visual language that encompasses me. It wasn't an easy task.
The result: After discovery research, many mood boards, and several iterations, I landed on a visual identity that bridges gothic and modern. Because I am a visual artist who experiments with physical medium, I integrated ripped paper, physical texture, and ink rolls into my visual language.
DISCOVERY
My first step was to gather inspiration from artists I admire who live in the same visual world as me. I combed through their websites, social media, and concert posters to understand how they were applying brand across channels. Then, I created several mood boards, culling together my favorite assets. Along the way, I gathered feedback from friends and fellow musicians.
By identifying trends across my discovery research, I was able to home in on colors and typography that are inspired by my idols but feel uniquely Madame Reaper.
Madame Reaper mood board
Typography and logo
The Madame Reaper mark is simultaneously minimalist and bold. It uses Destroyers, a gothic and almost gaudy typeface that speaks to the project's campy inclinations. Futura 100, which I use for text type, balances out the ostentatious logo with urban, sans serif lines. Different weights help establish a clear visual and information hierarchy.
COLOR
Inspired by '80s excess, I took note from seminal synthpop and goth bands from that era. Across the board, I was inspired by how these artists contrasted a handful of vibrant colors with black and white. I decided to do the same, leveraging traditionally feminine colors as an act of reclamation over womanhood. Adding bright red was almost obligatory, as my tagline is "vampire synthpop" and I often explore carnage in my visuals.
See how I applied the Madame Reaper brand to video:
Email: keleadholm@gmail.com