Tulio Dek

The Challenge:

Rapper Tulio Dek came to Gorillamo with the goal of expanding his Brazilian fan base ahead of a new album release. He needed to establish a new creative direction that would build credibility with hip-hop artists and resonate with rap fans.

Results:

• A complete brand identity and creative direction refresh that reinforced the rapper’s sophisticated taste and outspoken nature.

• New logo and brand style guide

• New photography

• Website redesign

• Social media revamp

• Music video clip update

How we did it:

The 9-person team started by getting to know the man behind the name, as well as his target audience.

As design director, I contacted musicians, producers, DJs, and record label owners to uncover current perceptions of the rapper and discover how we could improve his image. During this time, I also looked at photos from Tulio Dek’s recent shows to better understand his personality and learn about the style that makes him feel comfortable.

From interviews, it became clear that his previous creative direction was perceived as too childish and that the rapper’s new identity would need to reinforce his humble and simple nature.

Using research as a guide, our team designed moodboards that could represent Tulio Dek’s new creative direction. After walking the rapper through the moodboards and getting his feedback, we were able to select outfits and develop guidelines for his photoshoot, which included directions for the stylist and the photographer.

Once the photography was developed, our graphic designer designed a new logo and I designed and coded Tulio Dek’s responsive website (see below). In the end, Tulio Dek was pleased with the new creative direction.