The project was not about creating a different persona. An artist identity cannot work as a costume. We focused on qualities already present in Hiss: confidence, femininity, emotional openness and a willingness to take risks.

We defined her position as an anti-pop pop star — part of contemporary pop culture, but never limited by its safest conventions. This tension gave the project its central direction: build a recognisable world around Hiss without reducing the artist to a fixed image.

The identity begins with a custom handwritten wordmark, drawn from scratch to feel personal, immediate and slightly unruly. It carries the familiarity of an autograph while giving Hiss a consistent signature across different formats.

Red anchors the system as an expression of energy, confidence and provocation. A deliberately varied typographic language allows the identity to shift between releases and contexts without losing its character. The butterfly — already associated with Hiss — was introduced as a quieter recurring code rather than another dominant logo.

We developed the identity beyond campaign graphics, defining how Hiss could appear across social media, YouTube, posters, stage communication, team materials, merchandise and brand collaborations. The artist remains at the centre, while every format carries the same point of view.

The result is a visual foundation designed to connect individual releases, appearances and partnerships as parts of one recognisable world — giving Hiss and her team a clearer framework for the international stage ahead.