Independent Music Project & Visual Branding – Lazy Cleo

Introduction: Storytelling Through Music and Design

Lazy Cleo is a solo music project I created to explore the intersection of music, narrative, and visual branding. Each song is built around a concept-driven storyline, blending emotional themes with a playful, surreal aesthetic. Through original songwriting, illustration, and animation, Lazy Cleo turns modern relationships and digital culture into quirky, character-based pop stories.

The debut EP Coffee, Tea or Me? follows the story of a dreamy cat passenger and a seductive flight attendant caught in a chaotic in-flight romance. Combining lo-fi trap beats, cheeky lyrics, and retro cartoon visuals, the project captures themes of obsession, ghosting, and online intimacy in a lighthearted but relatable way.

Brand Development: A Character-Driven Creative Identity

Lazy Cleo is more than just music — it’s a full creative universe built from scratch. I developed the character design, story arcs, and tone of voice across all content. Each song is tied to a specific mood and visual style, giving the project a clear, recognisable identity that stands out on platforms like Spotify, TikTok, and Instagram.

My Role: End-to-End Creative Direction

• Concept Design and Songwriting
  I designed the entire EP as a narrative-driven series, writing lyrics and shaping the emotional arc for each track. Themes were developed to reflect modern experiences with humour and honesty.
• Music Production and Arrangement
  I composed and structured the songs using digital production tools, experimenting with genre blending (pop, rap, lo-fi trap) and catchy hooks to suit social media audiences.
• Visual Design and Content Creation
  I created Lazy Cleo’s character visuals, cover artwork, and short-form video assets. Using illustration and animation tools, I directed the look and feel of each release, ensuring consistency across Spotify Canvas, lyric videos, and social media.
• Social Media Strategy and Promotion
  I planned a 6-week content rollout for TikTok and Instagram, including teaser clips, meme-style edits, and behind-the-scenes storytelling. The goal was to build awareness, despite a limited budget and no existing fan base.
• Platform Management and Distribution
  I handled distribution setup, metadata, and analytics for Spotify, YouTube, and other DSPs. I also explored playlist pitching and performance tracking to learn from early audience behaviour.

Milestones: Starting Small, Growing with Vision

Although Lazy Cleo is still in its early stages, the project has begun to gain recognition among niche music and art communities. Early TikTok clips received positive feedback, and the unique visual direction has helped define the brand’s style. The foundation is now set for future releases, including a second EP themed around Australian life and local culture.

Conclusion: Turning Ideas into Impact

Lazy Cleo showcases my ability to bring together songwriting, design, storytelling, and branding into one cohesive creative direction. Even without a big team or audience, I’ve built a distinctive world from scratch — one that connects music, visuals, and emotion with a clear artistic vision.

YouTube: https://www.youtube.com/@LazyCleo/videos
Tiktok: https://www.tiktok.com/@lazycleooo
Instagram: https://www.instagram.com/lazycleooo