This was a project that involved branding an album and a book tour for an artist of our choice. I chose Kanye West and focused on the theme of unpredictability and the sense of anticipation that it brings. The complexity in his character is what makes West such a wildcard. This can also be depicted through his music, which is overall experimental and constantly evolving. The uncertainty that follows him inspired the art direction for this project and thus, led me to create a minimalistic, edgy, and mysterious look for the branding. I appreciate Kanye West for his craft and for his impact on modern-day hip-hop.