Ayla is a Rio-based artist recognized for her versatility. She is a singer and one of the most sought-after songwriters of her generation, being the creative force behind major hits for brazilian artists such as Belo, Delacruz, Dilsinho, Péricles, Ferrugem, Léo Santana, Nattan, among many others.
For her visual identity, she aimed for something that would convey her authenticity and multifaceted artistic expression at first glance, creating an immediate connection with her audience.
Every visual, sonic, and emotional detail reflects Ayla’s essence.
Ayla aimed to create an immediate connection with her audience. To achieve this, it was essential to define her archetype and translate her positioning into clear keywords, which then guided the development of her visual identity.
Based on the briefing and initial meeting, the key insights required for building the brand were extracted.
Considering her goal of moving between pagode and pop, a competitive analysis was conducted to understand how artists within these genres shape their visual identities.
People aligned with this archetype are often artists, innovators, inventors, or entrepreneurs, standing out for their originality, authentic expression, and constant pursuit of excellence in their creations.
The Creator’s visual identity tends to be more versatile and less constrained. While there is a conceptual foundation guiding the design decisions, there is also freedom to explore new possibilities as creativity unfolds.
The name Ayla originates from Turkish, derived from the element ay, meaning “moon”.
Shapes: In shape psychology, it is understood that the human brain responds to visual forms, and that rounded shapes tend to convey a sense of safety, closeness, and connection.
Brainstorming: Through an analysis of logos that explore the concept of the “moon,” it was observed that they commonly use rounded shapes (associated with the lunar form), and some incorporate stellar elements, such as glow or sparkle.
Drawing: The typeface was exclusively designed for this project and is based on the concept of typographic personality: just like people, typefaces carry distinct personalities and communicate messages to those who read them. By occupying a middle ground between serif and sans-serif, the typography conveys a sense of authenticity.
After combining references and developing initial sketches, artificial intelligence was incorporated into the ideation process to explore logo concepts, using a prompt created from scratch.
The color palette was defined based on Ayla’s personal color analysis, along with research on color meanings from specialized literature.
Beyond aesthetic considerations, the color palette was carefully defined to communicate Ayla’s intended message, supported by research drawn from specialized literature.
Color combinations were systematically tested to ensure adequate contrast when used together. Consequently, the Brand Visual Guidelines provide recommendations for optimal color pairings.
Ayla’s positioning, based on the overall research conducted for the brand, does not align with a rigid or highly standardized aesthetic.
Ayla’s personality calls for visual freedom. Relying on a single typographic style could limit the brand’s expressiveness and contradict its message.
For this reason, different typefaces are combined across materials, creating a communication that feels dynamic, human, and authentic — allowing for both more restrained or more expressive compositions, depending on the context.
To reinforce a more artistic aesthetic, elements such as textures, cut-outs, and organic illustrations were incorporated, emphasizing her creative expression.
The visual identity applications reinforce Ayla’s message and mark a new phase in her communication.
The visual strategy also extends to the aesthetic of Instagram Stories, given her strong presence on the platform.
Sparkles / Authenticity: Represents Ayla’s unique energy, her inner radiance, and the way she transforms real-life experiences into art. And also connects with her logo.
Energy / Positivity: The yellow heart represents vitality, joy, and a warm, uplifting energy- elements that reflect Ayla’s personality.
Voice / Artistic Expression: The microphone symbolizes her primary means of expression- music and voice.
