“JGrrey's journey has been one of reinvention. Initially recognised for her viral performance of ‘Don’t Fade’ on Colors in 2017, she amassed millions of streams with tracks like For Keeps and Growing and toured with Billie Eilish in Europe. The enforced pause of the pandemic prompted a deep introspection, leading to personal revelations and newfound confidence. Collaborating with producer Owen Cutts and friend Kojey Radical, JGrrey's music has evolved, blending old influences with new sounds.”
I worked closely with Jen to develop a visual style that felt authentically her as well as fresh and boundary pushing. The single ‘Theirs13’ is a beautiful song exploring queerness and queer partnership. I wanted to capture the emotion, messiness, textures of these experiences. With the track coming out in the winter and leading towards the release of the mixtape ‘If Not Now?’ I wanted to bring in natural elements such as frost, ice, natural forms and place them into an alien environment to capture the essence of the track.
“JGrrey's journey has been one of reinvention. Initially recognised for her viral performance of ‘Don’t Fade’ on Colors in 2017, she amassed millions of streams with tracks like For Keeps and Growing and toured with Billie Eilish in Europe. The enforced pause of the pandemic prompted a deep introspection, leading to personal revelations and newfound confidence. Collaborating with producer Owen Cutts and friend Kojey Radical, JGrrey's music has evolved, blending old influences with new sounds.”
I worked closely with Jen to develop a visual style that felt authentically her as well as fresh and boundary pushing. The single ‘Theirs13’ is a beautiful song exploring queerness and queer partnership. I wanted to capture the emotion, messiness, textures of these experiences. With the track coming out in the winter and leading towards the release of the mixtape ‘If Not Now?’ I wanted to bring in natural elements such as frost, ice, natural forms and place them into an alien environment to capture the essence of the track.
“JGrrey's journey has been one of reinvention. Initially recognised for her viral performance of ‘Don’t Fade’ on Colors in 2017, she amassed millions of streams with tracks like For Keeps and Growing and toured with Billie Eilish in Europe. The enforced pause of the pandemic prompted a deep introspection, leading to personal revelations and newfound confidence. Collaborating with producer Owen Cutts and friend Kojey Radical, JGrrey's music has evolved, blending old influences with new sounds.”
I worked closely with Jen to develop a visual style that felt authentically her as well as fresh and boundary pushing. The single ‘Theirs13’ is a beautiful song exploring queerness and queer partnership. I wanted to capture the emotion, messiness, textures of these experiences. With the track coming out in the winter and leading towards the release of the mixtape ‘If Not Now?’ I wanted to bring in natural elements such as frost, ice, natural forms and place them into an alien environment to capture the essence of the track.
“JGrrey's journey has been one of reinvention. Initially recognised for her viral performance of ‘Don’t Fade’ on Colors in 2017, she amassed millions of streams with tracks like For Keeps and Growing and toured with Billie Eilish in Europe. The enforced pause of the pandemic prompted a deep introspection, leading to personal revelations and newfound confidence. Collaborating with producer Owen Cutts and friend Kojey Radical, JGrrey's music has evolved, blending old influences with new sounds.”
I worked closely with Jen to develop a visual style that felt authentically her as well as fresh and boundary pushing. The single ‘Theirs13’ is a beautiful song exploring queerness and queer partnership. I wanted to capture the emotion, messiness, textures of these experiences. With the track coming out in the winter and leading towards the release of the mixtape ‘If Not Now?’ I wanted to bring in natural elements such as frost, ice, natural forms and place them into an alien environment to capture the essence of the track.
the process
My process always starts with a chilled chat with the artist. Sharing ideas, ethos, discussing interests, very colloquial. Building up an understanding of who they are as a person and artist. Jen and I would share mood boards, concepts, mockups and we gradually built up a visual language that set the ‘If Not Now?’ campaign off strong. I worked on illustrations, products, sculpting and built up a visual landscape we could use as a foundation as we moved forward with the project.
My process always starts with a chilled chat with the artist. Sharing ideas, ethos, discussing interests, very colloquial. Building up an understanding of who they are as a person and artist. Jen and I would share mood boards, concepts, mockups and we gradually built up a visual language that set the ‘If Not Now?’ campaign off strong. I worked on illustrations, products, sculpting and built up a visual landscape we could use as a foundation as we moved forward with the project.
My process always starts with a chilled chat with the artist. Sharing ideas, ethos, discussing interests, very colloquial. Building up an understanding of who they are as a person and artist. Jen and I would share mood boards, concepts, mockups and we gradually built up a visual language that set the ‘If Not Now?’ campaign off strong. I worked on illustrations, products, sculpting and built up a visual landscape we could use as a foundation as we moved forward with the project.
My process always starts with a chilled chat with the artist. Sharing ideas, ethos, discussing interests, very colloquial. Building up an understanding of who they are as a person and artist. Jen and I would share mood boards, concepts, mockups and we gradually built up a visual language that set the ‘If Not Now?’ campaign off strong. I worked on illustrations, products, sculpting and built up a visual landscape we could use as a foundation as we moved forward with the project.
