Elsa y Elmar

Elsa is rad musician. She was one of our first clients, and over the past five years her career and talent has continued to blossom. For her new self-titled record, Elsa expanded her sonic palette to embrace the sounds of Global Bass and Caribbean Rhythms while staying true to her emotion and heart lyrically.

So we created a design system that reflects her artistic maturity by embracing a deep, earthy color palette– inspired by the work of Colombian photographer Tawfick Espriella. We paired this with a typographic system that’s both playful and refined, much like Elsa’s music.

We also designed the backing visuals for her live shows. We kept these simple since they’d be mixed with live footage and need to complement her stage presence. Inspired by the name Elmar, which means “The Sea” in Spanish, we created flowing typographic animations to accent the visuals.

Finally, we established guidelines to define Elsa’s brand identity. These established which pieces should be expressive, which should rely on imagery, and which should utilize only typography — creating consistency across all of her branded releases, promotional materials, merchandise, and on-stage performances.