As Homesick Highway prepared to release "Lucid Vision," they faced a common problem for independent artists: how to cut through the noise and create genuine anticipation for a new single. Their existing online presence was fragmented across social platforms with no central hub to direct fans. They needed a cohesive campaign that would:

• Establish a professional home base for the band online
• Generate buzz and build anticipation before the release date
• Capture the raw, authentic energy of their sound in visual form
• Give fans a reason to engage beyond just streaming the track

Without a unified visual identity and strategic rollout plan, the single risked getting lost in the constant stream of new music releases.

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I approached this as a complete brand moment — not just a single release, but an opportunity to elevate Homesick Highway's entire presence. The work unfolded in three integrated phases:

Website Development

‍Built a custom site that serves as the band's digital headquarters, featuring the new single prominently while showcasing their catalog and upcoming shows. The design reflects their aesthetic — bold, unpretentious, and built for fans who want substance over polish.

Promo Photography

‍Shot a session capturing the band's dynamic and chemistry. The goal was authentic energy, not staged poses — images that feel like you're in the room with them. These photos established the visual identity for the "Lucid Vision" campaign and gave the band professional assets for press, social media, and promotional use.

Teaser Video

‍Created a short-form promo video designed to intrigue without revealing everything. The footage captures moments from rehearsal and performance, cut to build anticipation and give fans a taste of what's coming. This became the centerpiece of the pre-release social campaign.

All three elements worked together to create a rollout that felt intentional and professional while staying true to the band's authentic, no-nonsense identity.

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The campaign gave Homesick Highway a launchpad that matched their ambitions. The website became their central hub, driving traffic from social media to a space they control. The promo photos established a consistent visual brand across all platforms, and the teaser video generated genuine excitement in their fanbase ahead of release.

More importantly, the band now has the infrastructure and assets to support future releases without starting from scratch each time. They have a professional foundation that grows with them.

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