--- title: "Nasty C: Creative direction for one of Africa’s biggest exports" description: "Culture Cartel provided creative direction and campaign content for Nasty C in Johannesburg, built to compete at the international level he works at." canonical: https://www.culturecartel.ca/work/nasty-c language: en-CA publisher: Culture Cartel --- Nasty C # Nasty C Creative direction for one of Africa’s biggest exports. - **Client:** Nasty C - **Format:** Brand - **Industry:** [Music and Entertainment](https://www.culturecartel.ca/industries/events-and-entertainment-marketing) - **Location:** Johannesburg, South Africa - **Year:** 2019 Services - Campaigns - Content studio - Social - Video - Identity design Practice - [Campaigns & Content](https://www.culturecartel.ca/services#campaigns-and-content) - [Strategy & Brand](https://www.culturecartel.ca/services#brand) [Start a project like this](https://www.culturecartel.ca/start?service=campaigns-and-content&ref=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. Project highlights ![Nasty C performing on stage with a microphone above the crowd](https://www.culturecartel.ca/media/w/f79f2c_cff763817add4131-1280.webp) 01 / Nasty C performing on stage with a microphone above the crowd ![Night crowd with phone lights raised at a Nasty C show](https://www.culturecartel.ca/media/w/f79f2c_2a3593f782744ce0-1200.webp) 02 / Night crowd with phone lights raised at a Nasty C show ![The Ivyson Tour event poster on a pink background](https://www.culturecartel.ca/media/w/f79f2c_25a529940f374986-886.webp) 03 / The Ivyson Tour event poster on a pink background ![Veliswa movie-style release poster with cinema seats and city dates](https://www.culturecartel.ca/media/w/f79f2c_2139e19835cb4ac7-1200.webp) 04 / Veliswa movie-style release poster with cinema seats and city dates ![Bad Hair Day CD packaging mockup with Nasty C portrait](https://www.culturecartel.ca/media/w/f79f2c_ccc405049798456a-1200.webp) 05 / Bad Hair Day CD packaging mockup with Nasty C portrait ![Bad Hair Day scissors logo debossed on textured paper](https://www.culturecartel.ca/media/w/f79f2c_d8347c4019f64d85-2000.webp) 06 / Bad Hair Day scissors logo debossed on textured paper ![Branded Ivyson Tour truck with fans outside the Castle of Good Hope](https://www.culturecartel.ca/media/w/f79f2c_84914d89ec134ad9-1200.webp) 07 / Branded Ivyson Tour truck with fans outside the Castle of Good Hope ![Instagram post announcing a Nasty C BET Awards nomination](https://www.culturecartel.ca/media/w/f79f2c_1a44c7c61b714530-750.webp) 08 / Instagram post announcing a Nasty C BET Awards nomination 09 / The Ivyson Tour promo, presented by Trace Urban, Nasty C, Mabala Noise and U-NVRS Results described qualitatively. ## Start a project like this. Ideas that travel, made at the speed culture moves. Tell us where you are and where you need to be. [Start a Project](https://www.culturecartel.ca/start?service=campaigns-and-content&ref=nasty-c) [Ask about this project](https://www.culturecartel.ca/lens?mode=ask&ref=nasty-c) Related work - [Mabala Noise](https://www.culturecartel.ca/work/mabala-noise): We built the creative department behind a hit-making label. · Brand / Music and Entertainment / Johannesburg / 2018 - [Smirnoff x Migos](https://www.culturecartel.ca/work/smirnoff-x-migos): The commercial and operational engine behind South Africa’s biggest hip-hop tour. · **$5M+** Raised in brand partnerships and sponsorships · Live / Entertainment and Brand Partnerships / Johannesburg / 2018 [Next project Mabala Noise We built the creative department behind a hit-making label. Keep scrolling](https://www.culturecartel.ca/work/mabala-noise) --- Culture Cartel, 8 The Esplanade, Toronto, ON M5E 0A6. info@culturecartel.ca, +1 647 459 2154. Start a project: https://www.culturecartel.ca/start