Nasty C

The brief

Nasty C is one of the most globally recognised artists to come out of Africa. Culture Cartel provided creative direction and campaign support across some of his biggest moments. The work had to match his ambition and hold its own on an international stage.

The insight

An artist at this level is not competing with the local scene. He is competing with everyone, everywhere, on the same feed. That sets the bar on day one: globally competitive, culturally sharp, and true to an artist who refuses to be boxed in. The creative had to follow where he was going, not where he had been. Average work would have pulled him back into a box he had already outgrown.

The work

Creative direction

A single point of view across releases, tours and content, built around where his career was heading next.

Campaign content

Campaign content designed to amplify his profile at an international level, built to sit next to anything in his feed and hold up.

Album and release artwork

Packaging and identity for Bad Hair Day, including the scissors wordmark, plus cinematic release posters such as Veliswa.

Tour creative

Posters, banners, branded vehicles and promo video for The Ivyson Tour, carrying one look from street to stage.

Social content

Announcement and celebration posts for milestones, made to travel fast and look right in any market.

The result

Work that belonged at the international level he was operating at. One visual standard, from tour trucks and street queues to album packaging and milestone posts on social. The same bar on every deliverable, with no room for average. Every asset earned its place.