Creative Direction — Campaign Development — Cover Design
Known for his powerful lyricism and captivating storytelling, Malcolm Tex has made a significant mark on the music scene. His breakout hit, "I'm From Marlin," quickly went viral, establishing him as a notable figure in rap. Building on this success, Malcolm has consistently delivered high-quality projects that have not only solidified his legacy but also earned him multiple awards. Today, he stands as one of Central Texas' most respected and celebrated rappers.
Shaping Malcolm Tex's Visual Narrative
Malcolm Tex enlisted 337 Creations to bring his self-entitled album to life—a project deeply inspired by the work, speeches, and legacy of Malcolm X. He needed creative direction that seamlessly tied together the album artwork, packaging, promotional materials, merchandise, and music videos, all while bolstering the album’s impact, reflecting his values, and connecting with his audience.
We began with a deep dive into Malcolm Tex’s goals, positioning, personality, and values during our discovery phase, which allowed us to develop a concept and campaign that authentically captured his vision. Our first task was to create powerful images for the album cover, packaging, and promotional plan, drawing inspiration from Malcolm X’s iconic speeches and imagery. Our team handled the styling and photography for the cover, ensuring it embodied the classic Malcolm X feel. From there, we designed the entire album packaging, developed promotional materials to support the rollout, and created merchandise that complemented the album’s themes. The project culminated in our team concepting and directing a music video for the album’s lead single, bringing the visual storytelling full circle.
