Silhouette of a person using a smartphone during sunset between two rocky formations.

EGO N FRIENDS

The Brand Overview

ego n friends is a multidimensional indie pop artist based in Denver, Colorado. Raised in the Bay Area by Indian immigrant parents, he began playing guitar as a pre-teen and was determined to pursue a career in music by the time he reached high school. He adopted the name “ego n friends” to highlight his vast network of collaborators, most of whom he considers close friends.

Art House is a close collaborator with ego n friends, providing broad Creative Direction for the brand and drilling down to develop the sub-brands for several projects in the artist’s catalogue.

Text that reads 'ego // friends' in large, playful font with a green watercolor background. Below, it says 'brand box' in a thinner turquoise font, and the year 2024 in small white text.
Slide titled 'Introduction to THE GROOM BOX' with green graffiti-style text overlaid. Text explains the purpose of the document and includes guidelines for creating a brand box for designers and artists, emphasizing flexibility and specifics about logo use.
Page titled "Brand Philosophy" with handwritten words "THE GREATEST" in blue at the top. The page contains text discussing minimalist design, creative risk-taking, and artist community values, with specific phrases highlighted in blue.
A webpage with the title 'Brand Philosophy' and a quote about the circus by E.E. Cummings, displayed in black and blue text on a beige background.
A presentation slide titled 'Logo Guidelines Variations' with two logo versions labeled 'ego/friends' and 'ego/ friends'. The left logo has a slash and a note underneath indicating it is the primary logo, while the right logo has a slanted 'N' and a note about its use in wider compositions. The slide has a cream background, black and red text, and a black horizontal line.
A typography guidelines page with various font styles and a paragraph of advice on choosing and experimenting with fonts.
Color guidelines chart with five rows of color swatches, a black color block labeled 161616, and a white color block labeled FFFbF0. Contains text explaining color contrast and use of black and white.

The Team

Christian Hundley // Creative Director

Tomas Muelling // Art Director | Graphic Designer

Erik Branom // Photographer

If It Never Ends Project Campaign

A person with curly dark hair and facial hair wearing a virtual reality headset with cartoonish, colorful, animated creatures and objects emerging from it.
A young man with curly dark hair holding a large white device, with doodles and star-shaped stickers on his face and shirt, against a wall.
A silhouette of a person standing outdoors at sunset, with stylized orange text and song lyrics overlaying the image.

The Team

Christian Hundley // Creative Director | Producer | Director | Photographer

Tomas Muelling // Art Director & Graphic Designer

Andrew Hanson // Director of Photography

Jackson Lowry // 1st AD + 1st AC

David Le // Photographer

Joshua Thorson // Stylist

Dan Stubbs // Colorist

Kaushal Kumawat // VFX

Akshay Purohit // VFX

SPOTIFY Analytics

Goals + Context:

Long-term growth over 12-months

Still considered early stages of post-release strategy

First 30 days

3,811

Streams

Listeners

1,079

Streams per Listener

3.5

Saves

527

Playlist Adds

264

1,777

Release Week

Streams

Listeners

331

Streams per Listener

5.4

Saves

441

Playlist Adds

137

are u alone? album campaign

A person sitting on a round white fluffy rug with cartoon-like drawings of a bear and various worms surrounding them, including speech bubbles with question marks and the bear asking 'are u alone?'
A list of 19 song titles and artists, with the heading 'are u done?'. The list includes songs like 'none of your business', 'SOMEBODY'S DAUGHTER', 'SHOW DON'T STOP', 'WATERS', 'IBIZA', 'BIG MISTAKE!', 'RUN BOBBY RUN!', 'DEMON TIME', 'LOVESTRUCK', 'Messed Up', 'TMJ (That's My Jam)', 'GOD SPEED', '75c SODA', 'TALK TO MYSELF', 'GARDEN', 'OUTSIDE THIS CITY', 'STICKUP!', 'COMFORTABLE', and 'HONOR ROLL'. Each song is followed by the artist's name or group in smaller text.

The Team

Christian Hundley // Creative Director | Producer | Photographer

Tomas Muelling // Art Director | Graphic Designer | Director

Michael Zotto // Marketing & Concept Design | Associate Producer

Andrew Hanson // Photographer + Production

Erik Branom // Photographer

Cleo Mirza // PR & Copywriting

Jackson Lowry // 1st AC

Dan Stubbs // Colorist | Gaffer

SPOTIFY Analytics

Goals + Context:

10K Streams within first month of release

2-month pre-launch hype campaign + daily post push in month one

First 30 days

10,144

Streams

Listeners

1,929

Streams per Listener

5.3

Saves

1,858

Playlist Adds

388

4,425

Release Week

Streams

Listeners

366

Streams per Listener

12.1

Saves

1,178

Playlist Adds

180

New friends tour design & Branding

A person with curly hair and tattoos, sitting with one hand on their face, wearing a graphic t-shirt, with colorful text overlays in the background.
A person with curly hair wearing a bandana, looking thoughtfully, with text overlaid on the image announcing the debut of a new album or project, with dates and locations listed.
Colorful graphic with the words "somebody's daughter" and a smiling, glowing pink crown with a face, surrounded by stars and circles.
Black and white promotional flyer for ego/friends clothing sale. Features doodles of a bird, a star, and two cartoon characters. Prices listed: shirts $30, hats $25, full package $40. Two QR codes at the bottom labeled cashapp and venmo.
Colorful cartoon koala with closed eyes and a smile, with the text 'one of your business' below it.

The Team

Christian Hundley // Creative Director

Tomas Muelling // Art Director | Graphic Designer

Erik Branom // Photographer

Joshua Thorson // Merchandising

Art House SCOPE OF WORK

  • Project Management

    Strategic Planning

    Content Strategy

  • Brand Design

    Logo Creation

    Typography

    Color Research

    Tone & Voice

    Brand Positioning

    Identity

    Values

    Positioning

    Storytelling

    Messaging

  • Pre-Post Production Workflow

    Photo + Video

  • Project/Campaign Management

    Campaign Strategy

  • Creative Vision

    Concept Development

    Team Management

    Visual Design

  • Content Strategy & Development

    Social Media Strategy