Adéla
A visual identity crafted for a rising pop star who has just signed with Capitol Records, built on the force of her Slavic, Eastern European background. Instead of leaning into the familiar language of global pop — the brand embraces the cultural coldness and emotional rawness of the region she comes from: concrete cities, steel, winter, folklore without romance.
The visual system blends brutalist typography, distressed textures, metallic and stone-like surfaces, and a restrained palette pulled from industrial architecture and post-Soviet visual culture. It feels unfiltered, physical, even slightly abrasive — a rejection of western pop polish in favor of something sharper, colder, more historically loaded.
The visual system blends brutalist typography, distressed textures, metallic and stone-like surfaces, and a restrained palette pulled from industrial architecture and post-Soviet visual culture. It feels unfiltered, physical, even slightly abrasive — a rejection of western pop polish in favor of something sharper, colder, more historically loaded.
The visual id is built around a dual-logo system that reflects the tension at the core of her persona: industrial severity versus seductive pop star. The primary logotype — a heavy, angular wordmark inspired by brutalist architecture, Eastern Euro lettering, and metal-cut signage — becomes the anchor of the brand, functioning almost like a piece of hardware rather than traditional typography. In contrast, the secondary script logo introduces a hyper-feminine, exaggerated, almost romantic calligraphic form, creating a deliberate clash between steel and softness, instinct and performance.
The palette reinforces this contrast: a foundation of cold greys, metallic silvers, and washed concrete textures paired with an unexpected injection of acidic pop pink.
The typography expands this duality, combining compressed, industrial grotesks with ornamental strokes and stencil-like structures, giving the system a visual rhythm that shifts between force and flourish.
Typeface: Custom, Neue Haas, Birch, Magmatic
Year: 2025
Creative Commissioner — Joe Mortimer, James Gersh
Photography — Jason Renaud
Management — Sam Jacobson