In a new chapter of his artistic journey, Tuure Boelius opened a fresh page and sought an updated artist image to support his latest album project. Tuure’s new music is a backdrop of dark, expressive modern pop, painting the lyrics with the narrative of a young man’s process of maturation. Simultaneously, as the music became more somber, the artist’s style evolved into a more mature and masculine direction.

We curated a minimalist visual identity around Tuure, putting the spotlight on the renewed artist himself. The old Tuure was vibrant and surprising, while the new Artist Tuure is calmer, more understated, and self-assured – an internationally acclaimed pop star.