Clairo recorded “Pretty Girl” in her bedroom, and now she’s headlining music festivals, all while managing to preserve her vulnerable and honest identity. Her growth shows a balance of humility and maturity. Our strategy communicates evolution; to keep the DIY feel of her beginnings and celebrating her growth as a musician.
Combining Lo-fi nostalgic elements like polaroids, candid photos, handwritten notes, and behind the scenes footage. Using colors inspired by film photography and a combination of retro typography with more clean sans-serif, for balance. Tape marks, scribbles and doodles, paper textures and glittery stickers, all callbacks to her initial image. The overall tone is conversational, like a journal. Using phrasing that sounds like notes/letters to her fans. Emphasizing connection and authenticity.
This strategy would re-humanize Clairo in a such a saturated pop market. It’s catered to her existing fans that have been with her since she was making music from her bedroom, but also invites new listeners to go back and get a closer look. We’re not reinventing her image, but bridging the gap between who she was and who she has become.