kpop
concept + strategy pitch

Role:

Timeline:

Project Type:

Tools:

creative director + strategist

Jun 2024 - Jul 2024

branding, music release campaign

Photoshop, Powerpoint

Brief

Tomorrow by Together (TXT) stands at the crossroads of global fame and the need for deeper resonance with the Western market. As Gen Z steps into the workforce, TXT - as proclaimed generational leaders - faces the challenge of aligning their narrative with this generational shift while maintaining their cutting-edge artistry in an increasingly saturated K-pop scene.

Solution

For their 7th mini album, proposed as "The Vice Chapter: Reality," I crafted a bold, future-forward brand strategy that breaks the mold of conventional K-pop releases. By fusing the quirky charm of worker kitsch with the energetic pulse of hyper pop, this concept positions TXT as Gen Z’s cultural vanguards -- continuing their existing storyline and art direction as well as following them as the band members and their fans grow up together. Through meticulous competitor analysis and insights from their highest-charting albums on Billboard 200, I identified collaboration opportunities that strategically elevate TXT’s presence in the West. This approach not only strengthens their narrative but creates a distinct brand identity that resonates with a generation ready to make its mark—setting TXT apart in an evolving global market.