CRO 11:11 ALBUM CAMPAIGN

Client: Universal Music / CRO
Album identity / Campaign design
Focus: Creative direction · Visual identity · Campaign systems · Art direction · Cross-channel rollout

Creating the visual world for CRO’s album 11:11 and translating it into a campaign spanning physical releases, digital platforms and large-scale media.

Role and Responsibilities

As freelance Senior Art Director, I developed the key visual direction for the album and its wider campaign ecosystem. The work included the album identity and the translation of its visual language across physical formats, streaming platforms, digital communication and campaign placements.

Problem Statement and Goals

The project required a visual identity strong enough to give the album its own recognizable world while remaining flexible across a wide range of formats and media environments. Rather than treating the cover and campaign as separate outputs, the goal was to establish a visual language that could connect the complete release.

Design Process and Methodology

I developed a central visual direction and tested how its core elements could adapt across physical and digital formats. The system was then extended across album artwork, streaming assets, campaign communication and large-scale placements while maintaining a consistent atmosphere and recognition.

Key Challenges and Solutions

A music release moves between radically different scales, from a small streaming thumbnail to physical packaging and large outdoor media. Building the campaign around a limited set of recognizable visual principles allowed the identity to remain coherent while adapting to each context rather than simply reproducing the same layout.

Outcomes and Learnings

The campaign accompanied a chart-topping release and appeared across major platforms and placements, including Spotify, YouTube Music and Times Square. The project demonstrated the value of establishing a strong central idea first and using it as a system capable of maintaining coherence across channels, formats and scales.