Levina is a songwriter and artist creating paradigms that inspire freedom of self-expression and invite us to remain curious in our humanity. This anchoring principle invites all those who resonate with Levina’s message into an understanding that freedom liberates us from binding expectations and industry definitions.
Freedom empowers us to discover and be true to ourselves. Freedom that grants us permission to stand up for virtue and justice, remain curious and promote empathy. Levina has found a place to question the status-quo and notions of conformity with a sound ranging from anthemic alt-pop to vulnerable emotive music that is deeply enriching and uplifting.
The purpose of this undertaking was to forge a distinct creative identity for Levina, one that would allow her to express her individual story, distinguish her brand persona, define her artistic standing, and connect with her audience. To this end, we drew upon our insights to craft a seamless visual direction that pervaded every aspect of her artistry, be it through photography, design, live performances, or moving imagery.
CLIENT LEVINA ROLE Creative Strategy & Art Direction YEAR 2022
IN COLLABORATION WITH Matt Miller
Levina searches to understand herself and others through her music; processing the dynamic relations between self and the outside world. The artist often explores the concept of freedom through the shifting dichotomies intrinsic to the human experience.
For example;
Freedom from false perceptions | Freedom to be oneself
Freedom from exclusion | Freedom to belong
Freedom from control | Freedom to self-govern
Yesterday I thought I knew what
I was doing
Today I don’t
Half the time I have no clue bout where I’m going
And what I want
Live a life they say is okay
But all they want is for the pain to stay
LYRICS FROM BATTLEGROUND
CERTAINTIY
An empowerment and encouragement for self-expression and self-actualisation.
CHOICE
A power of choice and autonomy over ones life beyond arbitrary control, societal norms and status quos.
CURIOSITY
To encourage a collective curiosity and empathy of the world we live in and its contextual oppressions.
Joining two contrasting aesthetics to embody the artist's notions of dualities and dichotomies. The visual value pays homage to the old and new, combining the artist's evolution of aesthetics as well as the richness of her musical experience.
The editorial nature of the visual language serves to amplify the artist's musical maturity. While colour, light, texture, contrast and movement are used to highlight the depth, transparency and dynamism found within the music.
#EDITORIAL #CONTRAST #LIGHT #DARK #REFINED #REGAL #SUBDUED #ETHEREAL #GRUNGE #TEXTURE #MOVEMENT #90SBIKER #90SUMATHURMAN #EXPRESSIVEFREEDOM #ZOEKRAVITZ #STRENGTH #DELICACY
