say hey
the process
"It took one conversation with Hannah for Kate to come back to us with the most on point and eloquently put version of what Hannah was trying to say and what she embodies as an artist, I feel like that is such a valuable strength Kate has above and beyond most creative directors. Kate's development of ideas and vision for being able to dilute what an artist wants into a really great product helped us achieve our goal of elevating Hannah's brand to the next level."
Josh Neal, Artist Manager
When Hannah Laing's team first came to me, she'd already built a strong, hearty fanbase for herself. Hannah was at a point in her journey where the foundation of her artistry and brand was set but it had never been fully considered as to what this foundation was. In order to move forward and elevate Hannah's brand, we needed to outline the building blocks on which her artistry has been built so that we can elevate the brand and move forward whilst sticking to the principles that so many people already have connected with.
ESTABLISH THE WHY
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Establishing the core values of a project, understanding where the initial spark for the project came from and what are the principles and creative magic that glues it all together. Asking the question why was this project created and why does the world need it?
BRAND GUIDELINES + TONE OF VOICE
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​Constructing guidelines for the project, this is taking everything we understand about the brand and constructing a set of digestible rules that apply to each creative strand.
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CREATIVE MAPPING
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Now that the core ideas behind the project have been established, we then get creative in how we plot these ideas into a roadmap that shows a clear journey from start to finish. By doing this at the end of the process we can confidently make authentic decision within our strategy and this is what allows space for further growth and creativity.
THE NARRATIVE
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The narrative is integral when weaving the different threads of the creative together. ​​​In order to build the narrative that we wish to tell, we begin by looking at 3 things: ​ The story of the individual(s) who started the project, the story of what's going on in the current moment and the story of the current focus project.
art direction
"Kate really helped me discover so much about myself that i didn’t know. Expressing myself through a photo shoot had always been a struggle for me, but she absolutely nailed it." Hannah Laing, DJ
When approaching art direction, it's integral to have an understanding of the brand and it's journey so far so that we can then translate this narrative into visual concepts. Art direction for me isn't just conceptualising and producing creative ideas with efficiently, it's enabling every creative involved in the process the space to immerse themselves in the project by going on their own journey of creativity within the parameters of the world we're building.
