In 2019, I was approached by SonReal and his longtime manager Byron Wilson (also known for managing Jessie Reyez) to lead the visual direction for SonReal’s upcoming album, The Aaron LP. This project marked a new chapter for the Canadian artist—more vulnerable, more polished, and more personal than anything he’d released before. The visuals needed to reflect that evolution.

Our collaboration began during the final stages of the album's recording process. I was brought in to create a cohesive brand identity that would carry through from the album cover to the physical packaging, digital assets, tour merchandise, and promotional materials. The goal was to match the raw honesty of the music with a refined, yet emotionally resonant visual system.

The title The Aaron LP is a reference to SonReal’s birth name, signaling a more introspective and mature body of work. We leaned into that concept by developing a visual language rooted in minimalism, warmth, and authenticity. The cover photography and color palette were intentionally subdued—allowing the emotion in SonReal’s expression to take center stage. Every element, from font choice to layout, was carefully considered to create space and emotional resonance.

We crafted a visual identity that could extend beyond the album cover—something that would live naturally across streaming platforms, social media, and tour visuals. A wordmark was developed alongside supporting typography and color guides. A new custom logo with the skull and dangling earring represented the vibe and look of SonReal’s new direction. This allowed the marketing team and label to roll out a consistent campaign while maintaining flexibility for remix artwork, motion content, and visual storytelling around individual tracks.

Physical formats, including vinyl and CD packaging, were designed to feel like personal artifacts—clean, tactile, and emotionally grounded. Inside the package, we included handwritten lyrics and candid photography, giving fans a deeper, more intimate connection to the artist. The packaging wasn't just a vessel—it was an extension of the story.

The Aaron LP received critical acclaim and resonated deeply with fans, in no small part due to the synergy between the music and its visuals. The project stands as a testament to what’s possible when artist, management, and creative direction are aligned with intention and trust.