Afrobeats

Case Study

The core concept of the design is rooted in the evolution of Afrobeats sound and culture over the past five years. Recent tracks by emerging artists often feature a slower tempo—more soulful and melody-driven—while still grounded in the vibrant West African rhythms at the heart of the genre.

To reflect this, the visual identity incorporates organic, flowing shapes that evoke movement, paired with a rich palette of tones that mirror the genre’s catchy melodies and the powerful messages carried in the lyrics.

I began the project in collaboration with Gustav Ulback. Together, we developed the visual identity, creating both the logo and the pattern system that became defining elements throughout the campaign.

After the identity was established, I took over the animation trailer that launched the campaign live to the public. I storyboarded and animated the full piece myself, bringing the energy of Afrobeats to life on screen.

To expand the campaign into social platforms, I designed a full set of Instagram stickers, translating the campaign’s playful, rhythmic identity into shareable, interactive assets.

I also helped shape the design structure of the campaign website, providing both static and animated graphics to ensure the digital experience felt cohesive and visually dynamic across all touchpoints.