Kelly Green’s SEEMS
The voice. The vision
Music you can see.
Client
Kelly Green
Sector
Music
Years
2023 - 2024
My Role
Creative direction, album art, photography, live video, EPK, logo, social content, launch calendar.
Wins
Signed with La Reserve Records. Audience surged from just about 2k to nearly 10k. Average views and engagement climbing from under 50 to over 3k per post. Grammy application accepted. Several grant applications accepted. All album physical media sold out. Sold out shows.
Before the First Note
Kelly Green had the songs and the drive, but past releases didn’t move the needle. She wanted this one to be different. A clear visual identity, real growth in followers, engagement and a respected label to release the album. Here is how we turned SEEMS into a world people stepped into.
The Audience First
Great jazz asks you to lean in. The brand should do the same. If the visuals feel honest and timeless the audience treats the work like a classic in the making. Quiet confidence over volume. Texture over tricks. Let the look breathe and the music does the rest.
The Creative Equation
Establish a clear visual identity anchored in Kelly’s sound.
Define tone, typography, color palette to express warmth and sophistication.
Capture honest moments through cinematic photography and film.
Produce an EPK that translates her artistry into story and value.
Build a launch system for streaming, social and press integration.
Maintain consistency across all channels and assets.
Create content that sustains visibility post-release.
Position Kelly for long-term growth within the jazz community and beyond.
Where the vision began.
How Concept Found Its Form
We built the identity for SEEMS like we were scoring it. Every choice had direction. Every detail carried her tone. The logo system began as a full lockup, refined and elegant, then evolved into a shorthand mark that felt personal and alive. While Kelly recorded at Bunker Studios, we documented every moment. The sessions. The quiet between takes. The movement of creation. Those visuals became the foundation for everything that followed. Multiple shoots across photo and film captured the world around her sound and the album art pulled it all together through clean typography, warm color and restrained design. We front loaded the work so by the time the record was mastered, the visuals were already in sync and ready to move with the music.
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Dream it.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
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Build it.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
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Grow it.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
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Sell it.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.
Built to land the ‘yes.’
How Preparation Met Opportunity
We desiged the EPK to move fast and stay clear. One sheet clarity. Live clips, key tracks, a short bio and clean contact. Behind that simplicity was a strategy designed to land the ‘yes.’ Kelly had a shortlist of dream labels with La Reserve at the top. I studied their roster, their tone, their artists and shaped her narrative to feel right at home on their table. We sat down for long interviews about her writing, her history, her influences and then broke down every track on the album. The goal was twofold. Build an EPK that positioned her to sign a deal and collect real material for future content around each song. When it went out, it worked. A few days later she called, voice shaking with excitement. La Reserve said ‘yes.’
Where performance became experience.
Capturing the Music in Motion
We treated every performance like a film. From Dizzy’s at Lincoln Center to Maple Grove Cemetery, from Mezzrow to Green Soul Studios, every space became a stage worth remembering. We filmed select concerts and session days to create live videos, short clips and behind-the-scenes moments that brought fans closer to the music and gave labels proof of stage presence. Each shoot was executed with precision. Multiple cameras on every musician. Close shots, wide shots, every improvisation caught in motion. Nothing missed. Paired with still photography, these sessions became a complete visual archive of SEEMS in performance. The live energy. The chemistry. The craft. Together with the in-studio and polished shoots, it gave Kelly’s world the kind of dimension that makes you want to step inside.
Make it
Make it
The moment it became reel.
Turning Social into a Stage
We treated social like an ecosystem, not a feed. Everything made to connect, compound and grow. I studied how jazz musicians were sharing their work online and what made people actually stop to listen. Then we built a system that balanced structure with life. Reels and posts were for discovery. Stories were for depth. We gave every piece a role: live clips, rehearsal clips, interviews, covers and color sessions that let Kelly improvise by mood. Each format served a purpose. Some built audience. Others built intimacy.
We mapped a calendar that worked like a rhythm section. Sundays were recommendations. Mondays vibe videos. Tuesdays POV clips. Wednesdays carousels. Thursdays covers. So on and so forth. Every post was part of a larger composition that kept her audience engaged all year.
The results spoke for themselves. Streams grew from under 100 monthly listeners to more than 15 thousand. Social platforms quadrupled in reach. Vinyl and CD runs sold out three times. Press, grants, playlists, Grammy consideration. It all came from the groundwork we built here.
“Working with Gubi was a turning point for me. He didn’t just design around my music, he designed with it. Every conversation felt like collaboration, not direction. He listened closely, understood what I was trying to say through sound and found the visuals that made people feel it before they even pressed play.
From building the brand to documenting the sessions to shaping the EPK that landed me with La Reserve Records, he approached everything with intention and care. What impressed me most was how deeply he understood the balance between art and strategy. Nothing felt forced. Everything connected.
The world he built around SEEMS gave my album a life far beyond the music. It gave me a platform, a presence and a vision for where I’m heading next. Working with him wasn’t just creative. It was transformative.”
- Kelly Green
The Process Overview
Pre
We started by listening. Studied the tone. Built a visual world around the sound. Pulled references. Defined color and mood. Planned every shoot with intent.
Make
Designed the cover. Built the logo. Shot the sessions. Captured the concerts. Edited the footage. Assembled the EPK. Every piece shaped to feel like the music.
Launch
Planned the rollout. Delivered the assets. Set the posting rhythm. Reached out to press, partners, and labels. Everything timed to hit in sync.
Highlights
Built a complete visual identity and logo system for SEEMS
Designed album art with clean typography and timeless color
Documented recording sessions at Bunker Studios
Directed multiple photo and video shoots
Produced a cinematic EPK
Captured live performances
Results
Kelly signed to her top label, La Reserve Records
Monthly listeners grew from fewer than 100 to over 15,000
Social platforms quadrupled in followers and engagement
Vinyl and CD sales sold out three separate times
Secured prime playlist placements and media coverage
Earned grant approvals supporting future projects
Received Grammy consideration for SEEMS
Established a full-year content pipeline for sustained growth
Elevated Kelly’s recognition across the jazz community and beyond
Assets Delivered
Logo system, album art, EPK, photo and video library, social calendar, content templates, press kit, brand guide, campaign assets, performance visuals.
What I Learned
The power of timing creative development alongside production
How to shape a musician’s identity without losing authenticity
The value of designing a system that can sustain a full rollout
That storytelling outperforms standard promotion every time
The importance of capturing both process and performance
How structure and freedom can coexist in a social strategy
That clarity and craft build trust with labels and audiences alike
Credits
Creative direction and brand design by Gubi in close collaboration with Kelly Green.
Video production assistance by Tomasz Geza, Travis Sherwood and Vitaly Sokirko.