I took a solo trip to Nashville recently — one of those spontaneous, soul-level trips you take when you’re chasing a feeling. I ended up at the Country Music Hall of Fame, sitting in on a panel called Bell Bottom Country. It featured Lainey Wilson’s team — the women behind the image, the storytelling, the magic.

Listening to CeCe Dawson talk about shaping Lainey’s world — how she could take something as simple as a pair of bell bottoms or a horseshoe and build an entire visual universe around it — lit something in me. It made me realize that the creative director’s role isn’t just about aesthetics; it’s about translating a person’s truth into texture, color, light, and sound.

There was something about that moment — being there alone, in a new city, surrounded by people who live and breathe creativity — that made me feel aligned. I left the Hall of Fame thinking, this is the work I want to do. To help artists build their worlds from the inside out. To be the hands that turn feeling into image, sound into vision.

SOOOO,

I ended up meeting Josefin Strand by chance at a clothing store in The Gulch called Posh Nashville. She mentioned I didn’t seem like I was from Nashville, and we struck up a conversation. She told me she’s a singer who had just released a few singles — Northern Wind, Seven Flowers, and All Roads Lead to Home.

Intrigued by her ethereal style and Nordic-inspired music, I put together a creative direction proposal to support her debut era.

The deck was designed to build an immersive world around her music, rooted in folklore, emotion, and fan ritual. It included:

LOVE JOSIE- SINGLE