kyra gordon
role
project date
client
Project type
the brief
kyra gordon is a musician and songwriter with a genuinely loyal fanbase, but her instagram wasn't doing her music any favours. the content was authentic but scrappy, more personal diary than professional presence. she needed something that could actually support gigs, her house concert series and new songwriting collaborators, without losing the thing her fans already liked about her.
the results
the approach
the instinct with artists like kyra is to sand off all the personality in the name of "professional." i didn't want to do that. the plan was to keep the same voice and the same stories, just give them a proper visual framework to sit inside. that meant a consistent look across posts, a content series built around her actual songwriting process, and better promo material timed to her release and gig calendar rather than posted ad hoc.
the work
content & visual identity i rebuilt the visual identity across her page so everything felt like it belonged together, then built a recurring series around the stories behind her songs and her creative process. it kept the personal angle her audience already responded to, just presented properly. promotional video alongside the ongoing content, i produced two music videos timed to land at key points in her calendar, built to match the same polished but still authentic aesthetic as the rest of the page.
reflection
the balance was the hard part, professional enough to open doors but not so polished it stopped feeling like her. that was the right call and the numbers back it up. if i did it again i'd push the songwriting story series earlier in the process, it ended up being the strongest hook and it came in later than it should have.
