Listening + Empathy → This is the most important part of our discovery process. Through our experience, we have learned that without listening and empathy there is no way unique and original work can be done. Through stories and discussion, we will glean the important nuances and values that make you stand out from the rest.

FOR ROSALÍA THIS CAME TO LIFE IN THESE WAYS →

JUXTAPOSITION Capriotes are conical headdress worn by Nazarenos during cermonial Easter processions that symbolize rising towards the heavens. In the Malamente video, this is expressed as a cutural juxtaposition: capriote worn while skateboarding.

POWER OF NAILS Rosalia has made nail art a fundamental pillar of her visual imagery. She refers to her nails as a symbol of power, strength and extreme femininity. For Aute Cuture, nail artists created rose gold extensions that symbolized completion and the invocation of cosmic energy.

ANDULUSIAN AESTHETICS Malamente shows Rosalia riding a metaphorical bull (motorcycle). Iberians are quick to argue bullfighting is not a sport but an art, closer in its movements to dance, in its improvisation to jazz and in it's grandeur to opera, but more precious because it is emphemeral.

DIOSALÍA. In her cover art, Rosalia represents herself in a variety of metaphorical images, sometimes as the Virgin Mary, fans have dubbed her Diosalia, or God.

FRIDA KAHLO Much of Rosalia’s imagery is rooted in art history or symbolism. She pays homage to Frida Kahlo on several occasions - and often reveals the ongoing struggle for self-determination in the lives of women. The intersection seems to live between the role of creative expression that is personal but inevitably political.

Historical, Trend, Contextual + Competitive Research → Having a strong understanding of the history, trends, context and competition around the world will solidify a direction that will help you stand out in a crowded market while not deviating from your core values and ethics that are tied to why you started this business in the first place. It’s this research that arms us with all the information needed to make smart decisions and develop effective strategies.

FOR ROSALÍA THIS CAME TO LIFE IN THESE WAYS →

HISTORY OF ADORNMENT Art historian at Yale, Lyneise Williams, said women wore as much gold jewelry as their male counterparts but in different forms. Door-knocker earrings that extended to the shoulders, for example, we made popular by female hip-hop artists such as Salt-n-Pepa.

HISPANIC INDUSTRIALISM A theme of industrialism in Rosalia’s aesthetics has its roots in the expansion of her home town of Sant Esteve Sesrovires. As workers migrated from Andalusia to the city, they turned it into an industrial hub and brought their musical traditions with them - inspiration for the young artist.

RECONTEXTUALIZING RELIGION IN HIP-HOP Westside Gunn showcases Carvaggio on his recent album cover, Drake gets a tattoo of Durer’s praying hands and the tumblr B4-EVI remixes rap artists and art pieces. “Highlighting an invisible conversation between hip-hop and art before the 16th century.

CARMEN AMAYA was the first female Flamenco dancer to master footwork previously reserved for the best male dancers, due to its speed and intensity. She sometimes danced in high-waisted trousers as a symbol of her strong character.

PHASE 02 : POSITION

Intentional Application → Every design and communication decision is an opportunity to represent your brand values. That opens the door for your brand to make a serious impact on your business. This intention will be the key in making your business stand out and succeed on your terms.

FOR ROSALÍA THIS MEANT →

Through our research and synthesis, we determined that Rosalía's ability to impart her heritage rooted in Flamenco, utilize the current rise in Latin music and rhythms around the world, while always bringing it through her personal creative perspctive makes her the voice of a generation - All of this being done "Con Altura" (with style + elegance) "Sprezzatura" (with perceived ease) and "Duende" (with spirit and inspiration).

SELENA One can naturally make connections to the Latin American superstar from the 1990s Selena and how she brought her Mexican-American heritage into the modern day, transcending racial, socioeconomic and cultural barriers.

PHASE 03 : EXECUTE

Emergent Executions → Having a strong creative process brings structure and results. This discipline allows for us to know when to break and explore directions that emerge from the process. Being open to finding and discovering new things allows us to have a process that builds on itself to make something distinctive that clearly communicates your values, story and service.

FOR ROSALÍA THIS CAME TO LIFE IN THESE WAYS →

CASE STUDY: ROSALIA

Intentional Application → Every design and communication decision is an opportunity to represent your brand values. That opens the door for your brand to make a serious impact on your business. This intention will be the key in making your business stand out and succeed on your terms.