Doechii
ASK: Art direct a musical artist’s new look. Design their new look and multimedia executions.
Doechii is a musical artist from Tampa, Florida who got her big break on Tiktok. She is no stranger to boldness and daringly trying new things, with her “brash, animated style” of rap. She draws inspiration from gospel, jazz, deep house, rock, technology, and the vanities of fashion and even sees herself as a “weird rockstar”, creating worlds through her music.
My rebrand, Doechii the ROCKNOVA, is an elevated experience of her “brash, animated style” combined with her “more is more” attitude in fashion, music, and all things material to create a space rather than asking for it. Doechii is MORE than a rockstar, she’s a ROCKNOVA.
ALBUM COVER
Society creates effigies to the ideas they want to be studied, remembered, and understood. Doechii uses her music to create a space for people like her to exist in that same space.
She is a statue adorning gaudy materialistic wears surrounded by Rococo style art motifs busting out of a painting.
The EXTRAness of the materials she dorns speak to her love for the vanity of fashion while nodding to her animated rapping style that speedily stacks words together. Her nakedness speaks to the vulnerability of her music. The painting breaking out of the frame represents how she wants her music to be FREEING and not of this world. The background borrows from the elegance of Rococo style paintings and Kehinde Wiley’s style of integrating European portraiture aesthetics into Black portraits.
ASSETS
Red is nature’s sign for ALARM. It disrupts the status quo. But it’s also a sign of the classic. Doechii’s rebrand does this by breaking out of the frames and borrowing from Kehinde Wiley’s style of taking traditional European portrait backgrounds and placing modern Black bodies in their foreground.
ANIMATED SPOTIFY BANNER
ANIMATED SPOTIFY BANNER
Doechii’s rebrand also is having fun ON Spotify. Doechii herself has always loved technology and wanted to incorporate that more into her sound. By using snippets of her tracks and music almost as a jingle, the Spotify banner is reminiscent of a gaming system start up sound; a small ode to this techy ideal Doechii wants to incorporate more.
MERCH
Kpop albums usually feature CDs, a photobook, photocards, and stickers, etc. Doechii’s Rocknova Album-box will feature a CD, a smaller version of the lookbook, a specific photocard, the Doechii tarot cards, and Rocknova stickers. (The tarot cards feature graphic versions of Doechii as different cultural statue busts from across the world.)
The merch also features a keychain, corset, tees, and the lookbook in full.
DOECHII LOOKBOOK
Red is nature’s sign for ALARM. It disrupts the status quo. Doechii’s rebrand does this by breaking out of the frames and bororowing from Kehinde Wiley’s style of taking traditional European portrait backgrounds and placing modern Black bodies in their foreground.
GRAMMY EXECUTION
The Grammys has a history of not awarding Black female artists over their male counterparts, and this is no truer than in the rap categories. The Rocknova Awards works to give recognition for the work Black women place in their craft. The golden award is literally a mirror to allow the Black women and fem recipients to see themselves as more than enough while also featuring a QR code that links off to an accompanying web page listing criticisms of the Grammys’ institutionalized sexism and misogynoir and a playlist of Grammy rap category repeat winners.
SOCIALS
Instagram and Tiktok will features a collab Doechii’s Rocknova is doing with Kara Walker, a Black female artist and sculptor to regularly addresses misogynoir and history in her work, creating the Doechii statue for real life. Tiktok also features collabs with Black makeup artists, like Archived Vanity, to transforming themselves into Doechii’s statue for the album cover.
Role: Art Director, Designer
Category: Design