Art Direction

2020

BEKA

A fuller picture of the world

BEKA is a thought led artist who, through music, art and conversation creates a universe of wonder where people are known, loved, and feel alive. Everyone is led, shaped, and inspired by significant experiences and perspectives throughout their lives. It informs both our personal identities and our collective cultures. At worst, these nuances also hold the power to divide, leaving us misunderstood and lonely. When there’s no place for conversation, we are prevented from growing in our understanding of truth and love.

It’s only when diverse perspectives are included, respected, and valued that we can start to get a full picture of the world...”
- Brené Brown

The word universe translates to a particular sphere of activity or experience. This concept was born from BEKA’s initial inspiration of using the word as an artist name. Curious by nature, BEKA’s messaging observes both individual and collective thought patterns. She questions the human experience and invites us into a dialogue that is open to diverse perspectives.

Playful Curiosity

With a strong desire to know and learn more, BEKA’s leading value is demonstrated by her playful curiosity. Her experiences have been influenced through her attitude to explore and observe, broadening her perspective on life. Visually this value is represented through the use of sweeping veils, that conceal and reveal, evoking a sense of intrigue. As well as taking inspiration from BEKA's bold use of colour, an extensive palette was created to reflect the multifaceted nature of her music, showcasing an intentionality of discovering new narratives. Photography was purposefully styles to capture BEKA's notable love for the bold and exuberant, presenting a silhouette of a strong and courageous female lead.

I'll be there

BEKA’s single ‘I’ll Be There’ explores the harmony and dissonance you face as you watch the one closest to you struggle through mental illness. This song is a response and a commitment to remain present, listen and acknowledge that you may not always have the answers. We aimed to capture the fragile tipping point that is so often embedded amid feelings of sadness and joy and allowed the viewer to determine which emotion they associate the final image to.

Dream of a new world

Each touch point of the brand has been considered in a way that reimagines the human experience, to encourage the message of being transparent with our lives and welcoming people to see things from a new perspective. These would create a strong brand footprint associating BEKA’s music with varying lifestyles and a pursuit for a corporate conversation.


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