A New Sound of Rebellion
Pure Hysteria: Carolina Wren
Music Industry Branding
Pure Hysteria is a pop-rock album by Carolina Wren that explores Victorian-era female oppression and its lasting impact on mental health. Through bold storytelling and raw energy, it reclaims the voices of women once dismissed as “hysterical,” turning their defiance into a powerful feminist anthem.
Scope
+ Concept Development
+ Creative Strategy
+ Art Direction
+ Brand Identity
+ Copywriting
+ Photography
+ Advertising
+ UX/UI
Question
How can the concept of female oppression through mental health diagnoses in the victorian era be conveyed through an albums visual theme?
Insight
Female oppression in the Victorian era stemmed largely from rigid social roles and laws that limited women’s rights, autonomy, and access to education or work.
Solution
A brand and album inspired by the visuals and tones of the Victorian era, incorporating symbols of oppression and control from that time to reinforce its thematic message.
Photography
This project required directing both the artistic vision and photography for the fictional band, including location scouting and casting to align with the album’s theme. The process strengthened expertise in art direction and refined skills in collaborating with models in a professional photography setting.