mariux

Maru Figueroa: 360° Artistic Identity & Digital Strategy

Branding
Role

Content & Project Management · Design · Creative Content

Project description

The challenge was to translate Maru Figueroa’s musical universe into a sensitive and coherent visual identity capable of living in both physical (CDs) and digital (Web & Social Media) formats. The goal was to create a common thread connecting her album “Barranca y Arenal”, and her two EP’s: “La Flor del Pago”, and “Guitarras para el Camino”.

My Role: End-to-End Creative Direction

In this project, I took full leadership of the visual image. My intervention spanned from visual conceptualization and cover design to full photo production, including art direction, styling (wardrobe and accessories), and makeup.

Execution: From Concept to Pixel

  • Visual Production 
  • I conducted photo shoots where every detail—from wardrobe to surroundings—was carefully curated to reflect the music’s essence.
  • Digital Ecosystem
  • I designed the album cover art for the album “Barranca y Arenal” and the EPs “La Flor del Pago” and “Guitarras para el Camino”, which are available across all streaming platforms.
  • I designed and developed the marufigueroa.com.ar website on WordPress as the core of her online presence, focusing on fluid navigation (UX) and content hierarchy. In addition to the visual design and WordPress layout, I handled the direction of all website copy, translating her artistic identity into a written narrative that connects with her audience in a sensitive and professional manner.
  • The result is a digital ecosystem where design, photography, and written content coexist to empower her global career.
  • Additionally, the photo production was optimized for her Instagram, Facebook, and Spotify profiles, ensuring a powerful and consistent visual identity across all her digital touchpoints.

The Result

A solid and professional artistic brand identity that allows the artist to present herself to labels and festivals with a high-impact image. This project demonstrates my ability to autonomously and strategically manage complex visual systems.
Do you need integral art direction for your project or company? Let’s talk.

Creative Direction & Photo production

CD Artwork: Concept, graphic design & digital art

Digital Ecosystem

Web design & UX

Social media and Spotify profiles