In late 2017, P4H Music invited us to take on the branding, visual identity and media creation for up-and-coming artist Aly Youranday. Our challenge in this project was to create a brand, website, and photo/video content that was fresh, memorable, and matched the high-energy pop style that Aly loved.
CLIENT: Aly Youranday
PROJECT MANAGEMENT: Cavale Creative
WEB DESIGN: Cavale Creative
PHOTOGRAPHER: Forrest Cavale
CINEMATOGRAPHER: Ryan Brisco
LOGO DESIGNER: Margarita von Niessen (Lavandas Studios)
LAYOUT AND GRAPHIC DESIGN: Cavale Creative
The first step in this project was to create a full visual identity for Aly. After several brainstorm meetings and evaluating client-generated mood boards, we settled on photographing Aly in her hometown: Bakersfield, Calif. While marketing to a broad audience, we knew it was important to start by connecting Aly’s followers with her roots. As the saying goes, “the best place to start is at the beginning.” We spent a day exploring Bakersfield with Aly, shooting in locations that had a unique, urban vibe, while still maintaining the overall feel of local Central Valley.
Once we had strong images as a starting point, we reached out to designer Margarita von Niessen of Lavandas Studios to create Aly’s branding and visual identity. With direction from Cavale Creative and input from Aly herself, Margarita designed a logo package and color scheme that is approachable, modern and high-energy.
During the branding process, we continued to plan innovative and original photo/video shoots that would be used to populate the website we were designing as well as promote Aly on social media and brand her music releases.
The website we designed for Aly Youranday is clean, modern, fully responsive, and relies heavily on our imaginative photo/video assets. From its original design, it has grown to include a full merchandise store as well as a “Listen” page on which visitors can listen to a sample of all Aly’s music and watch several “Behind the Music” videos.
Prior to the decision to record an EP, Aly had an active YouTube channel where she would cover her favorite music and post vlogs of her life. Given her audience and traction on this platform, it was important to Aly’s management team to maintain a strong focus on video content. As the journey to recording her first EP in Nashville began to pick up steam, we made the decision to showcase her story through a short documentary that would be featured on her YouTube account, social media accounts and website. While Aly’s retelling of her own story is the heart-and-soul of the documentary, the film also features interviews with her parents, mentor, and the Nashville based producers of her EP.
In addition to this mini-doc, we filmed “Behind the Music” videos for each track that Aly would be releasing. These short videos targeted Aly’s social media followers and gave viewers insight into Aly’s songwriting motivation and overall message while generating buzz and momentum for the upcoming music.
After months of designing, photographing, filming, and editing, we entered the final phase of the project: designing artwork for each of the five singles and the full, 5-song EP, aptly titled “Never Give Up.” We utilized our most visually stunning images from previous shoots with Aly, and opted for contrasting a common design theme across each of the single covers with a bold, eye-catching cover for the physical EP.
Aly’s journey is far from over! After a strong response to her debut EP, she’s gone back to the studio to record a full-length album in the summer of 2019. Cavale Creative is delighted to continue our partnership with Aly Youranday and P4H Music. Keep an eye out for more work with this talented young musician!