As an independent artist, you probably wear a lot of hats. Writer, producer, marketer, tour manager. But one of the most important (and often overlooked) roles you take on is visual and creative director. Your audience doesn’t just hear your music — they see it. And having a clear visual identity helps new listeners get who you are faster, even before they hit play.
So where do you begin?
Start With the Question: Who Are You Playing?
Some artists show up as an amplified version of themselves. Others step into a fully crafted persona. There’s no right or wrong — the real key is intentionality.
Ask yourself:
- Are you just turning the volume up on your personality, or are you creating someone completely different?
- Do you feel more like Chappel Roan and Tyler the Creator? Or closer to Gracie Abrahms and Little Simz?
The truth is, the most magnetic artists often lean into the parts of themselves they’ve been scared to show the world. The soft stuff. The weird stuff. The deeply specific stuff. That’s usually where the magic is. And it’s how your people will find you.
If you’re unsure, rewind. Go all the way back to what made you feel something growing up.
Before branding was even a word in your vocab.
Mine Your Memories: The Clues Are In Your Past
Think back to your younger self. What excited you before algorithms told you what to like?
Ask:
- What colours were you drawn to?
- What kinds of movies or shows obsessed you?
- Were there specific objects, time periods, landscapes or aesthetics you felt weirdly attached to?
- What music videos or video games made you feel like you wanted to live inside them?
Collect those answers. They're your visual building blocks.
Maybe it’s early 2000s camcorder nostalgia. Maybe it’s dystopian sci-fi. Maybe it’s 90s R&B futurism meets surreal cartoons. Whatever it is, it doesn’t need to be “cohesive” yet.
Just real to you.
Don’t Start on Pinterest (At Least Not Yet)
Pinterest can be helpful, but it also tends to trap people in trends. You’ll often find everyone in your niche pinning the exact same things, which makes it harder to stand out.
Instead, try:
- Tumblr: Still one of the most chaotic, unfiltered archives of internet aesthetic culture.
- Instagram collections: Save reels, posts, or grid layouts that speak to you.
- Zines, magazines, and print media: Go analogue. Flip through magazines and rip out anything that sparks something.
- FilmGrab: High-quality film stills sorted by director or theme. Ideal for moodboarding colour palettes, lighting, framing, and emotion.
- YouTube deep dives: Search old MTV interviews, behind-the-scenes videos, or movie set design breakdowns.
- Your own camera roll: Scroll through photos you’ve taken — gigs, holidays, little moments. That unfiltered taste? It’s already there.
Once you’ve explored widely, then maybe go back to Pinterest with sharper eyes.
Build the Mood Board
There’s no perfect format, but a good mood board should include:
- Colour palettes
- Visual references (clothes, environments, textures)
- Fonts and type styles
- Artist or album art that inspires you
- A few words, quotes, or phrases that feel like your “north star”
You can build it digitally (Canva, Milanote, Freeform, Figma) or go full IRL and collage it. Either way, keep it somewhere visible. This is your compass for visual consistency across content, press photos, gig posters, and social posts. Try making it your lock screen when you’re done.
Final Thought: This Is the Longest Step
This part takes time. And that’s okay. You don’t have to figure it all out in one sitting. The more you experiment and follow what feels right, the more natural your visual identity will become.
Great branding doesn’t come from forcing an aesthetic. It comes from understanding your world, then inviting us into it.
🎯 Today’s action: Start collecting 10–15 visual references that feel like you. You don’t have to get it perfect, but you do have to start.
Ready to pitch your music to Spotify and Apple Music editors?
Head back to the un:hurd app to explore more tools and resources for playlist promotion.
Not an un:hurd user yet?
Join thousands of independent artists who are using un:hurd to streamline their music marketing and maximise their impact. Sign up today!
