— The Brief

Agency: Be-Hookd Digital
Management: Black Sheep Management

Yendry is a solo Latin artist known for her versatile musicality and multilayered lyrics. Born in the Dominican Republic and raised in Italy, Yendry’s singular sound draws on her cultural background and diverse musical influences. 

With her career as a recording artist quickly expanding, Yendry needed a visual identity to use across her branding and artwork. From here, a longer term partnership formed with Bella becoming her creative director for over a year. She curated & produced everything from brand collaborations, large scale press shoots and creative direction for all content including music videos.

— Branding Consultation
— Creative Direction
— Graphic Design

— Creating a Visual Identity Honouring Yendry’s Heritage

After researching features of Dominican iconography, including the meaning of different textures and patterns, I created a logo and logo mark for Yendry. For her main logo, I designed distinctive lettering by manipulating a font. I also designed a logo mark incorporating elements of emblems from Dominican Republic culture. Yendry then asked me to produce several initial artworks using these assets. 

The visual identity I created for Yendry continues to be a core feature of her personal brand and is used across all marketing assets. Most recently, the lettering has appeared in Yendry’s collaboration with the clothing brand True Religion and the official video for her single, You.