White Rabbit Album Campaign for Krystal Jung
This project is a letter addressing music companies disregard for artist's fans, inspired by my desire for the solo debut of Krystal Jung, a beloved K-pop idol. Despite hints of her return to music after her group's disbandment in 2019, her labels have consistently ignored fan requests for her solo debut over nearly a decade by pushing her acting career instead. My project outlines my vision for her solo career and highlights the significance of brand image and awareness.
The process of this album started with brainstorming the concept of Krystal's first solo album. The concept I went with is based off of Alice in Wonderland. This concept is meant to symbolize fans following Krystal on her journey as an artist much like how Alice followed the Rabbit down the rabbit hole to Wonderland. With this concept in mind, the creative direction follows a fairy tale-esque theme throughout the different albums and promotional material.
Jewel Case Album Cover + CD Design
Tools: Illustrator, Fresco, Photoshop
Jewel Case Album Inclusions
The album includes traditional K-Pop album inclusions like photocards, stickers, and a postcard; along with a unique scent card, offering fans another way to connect with the idol on a personal level beyond visuals.
Tools: Illustrator, Fresco, Photoshop
Cassette Album Design
Krystal's passion for vintage music is evident on her Instagram, where she shares photos of her favorite vinyl records. To highlight this aspect of her personality, I opted to release a cassette tape version of her album, reinforcing the connection between her love for retro music and her artistic identity. A vinyl release for her next comeback would further solidify this theme, maintaining continuity in her musical evolution. Additionally, the album comes with a photocard exclusive to this version.
Tools: Illustrator, Fresco, Photoshop
Digital Mini Album Design
This rendition, inspired by SM Entertainment's SMINI Albums, features a music NFC Card mini CD within a keychain attachment, leading users to an app with the full album and exclusive content. With a ball chain included, fans can attach the album to their bags and keychains, taking Krystal wherever they go! It also acts as a conversation starter, promoting her album when seen hanging from someone's bag for the first time. Additionally, the album comes with a photocard exclusive to this version.
Tools: Illustrator, Fresco, Photoshop
Wild Posting Designs
Traditional urban posters will promote Krystal's solo album release and the pop-up event at The Hyundai Seoul. They'll be displayed in alleyways, busy streets, and public transportation stops.
Tools: Illustrator, Fresco, Photoshop
Pop-Up Exclusive Merchandise
The pop-up event at The Hyundai Seoul will feature exclusive merchandise, various photo-op displays replicating scenes from Krystal's music videos, and a photo booth with pre-taken images of Krystal that fans can pose with. My project concentrates on designing the free randomized polaroid photos for fans who buy merchandise and designing the photo booth strip.
The pop-up event at The Hyundai Seoul is chosen due to its familiarity with fans, as previous K-Pop artists have held their comeback events there. Additionally, the location's popularity among both locals and foreigners ensures attention from those unaware of the event, further advertising the event.
Tools: Illustrator, Fresco, Photoshop
