The first hybe x geffen global group girl group
Planning & Research
Katseye was created out of a survival show called Dream Academy.
This was Hybe x Geffen's biggest investment, recruiting and hosting auditions worldwide to discover
talented young girls to form the first global girl group.
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These girls were trained on K-Pop industry standards and expectation, but to adapt to different cultural norms.
With a mix of fan-voting and executive decisions, Katseye was born.
What made them popular?
Fans love the exposure to their hard work from the Netflix documentary, Pop Star Academy.
Simultaneously, fans learned more about their individual growth to become the talented group they are.
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They easily relate to the current Gen Z audience with their
raw personality, humor, and honesty being young girls in the music industry.
Gnarly Release & Its Impact
Katseye's latest release,"Gnarly", debuted on the Billboard Hot 100 and gained the attention of fans worldwide.
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The song received a lot of criticism, ranging from messy to camp.
However, fans grew to love the choreography, chaos, and couldn't get enough of the song's catchy lyrics.
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With each individual member having a diverse background and rich culture,
Gnarly's rapid growth, and the group's stage dominating stage presence,
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- Why not plan a world tour?
Creative Direction
The Logo:
I revamped the Gnarly logo to be more mature and cut-throat as I wanted to implement the idea of a knife.
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The song's catchy hook describes boba tea, robotics, and fried chicken as gnarly - which is why I phrased the poster as "World Tour? Gnarly."
Color Palette:
I wanted to maintain the "campiness" of the entire music video concept and keep the bright slime green.
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I edited the original photo to include more yellow and green tones, and contrasted it with black and purple blurred stars.
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This concept is already "gnarly" so i decided to push more text and designs with warped effects.
Furthermore emphasizing "IS THIS REAL?" - Megan's iconic line - effects!
Concept Design:
I designed this poster with the intention of the logo and effects being applicable to merchandise - pushing for the campy aesthetic without being tacky on a shirt.