1. SwaggerJagger
Campaign.
In January 2011 we were asked to
help Syco Music develop a multi-
platform brand and marketing
campaign for Cher Lloyd, one of
the most talked-about artists from
last year’s X Factor. Deliverables
for the project so far have included
a branding device and visual
assets, single artwork, mobile
app, website, interactive digital
media, flyposters, press shots and
even her music video – which has
had more than 10 million views.
Cher Lloyd branding materials
SYCO Music

2. The campaign builds upon the
label's positioning for the artist
as 'The Princess of Swag Pop'
and reflects a musical direction
which has one foot in urban, one
foot in pop. We created Cher's
'Urban Wonderland' – where real
life meets illustration, quirky props
and fantastical special effects.
Syco were also very keen to
distance Cher from the TV show,
so we devised a strategy based on
collaboration; working with only
the coolest up & coming creative
talent. This was obviously something
we took great enjoyment from!
CherLloyd
digitalcampaign.
Cher Lloyd digital campaign
SYCO Music

3. Musicvideo
artdirection.
Cher Lloyd single promo
SYCO Music
The roll-call of credits for this
project includes Jared Ryder (NY)
for sleeve photography, Sean
Vegezzi (a junior at Annie Leibovitz
NY) for press photography, the
illustration collective Good Wives
and Warriors (UK), stylists Ayishat
& Louize (UK), videographer Kellen
Dengler (US) and Punktilio (UK) who
look after all social media for Syco.
Cher's debut single, 'Swagger
Jagger', went straight into the
UK charts at number 1.