Gothic Meets Pop
This visual identity brings Charli XCX’s contemporary pop language into the gothic world of Wuthering Heights. Designed for the film’s soundtrack release, the campaign extends across vinyl packaging, social media, promotional assets, and animated streaming visuals.
Quiet Tension
The campaign explores the contrast between softness and violence. Rather than using literal gothic imagery, the visual direction draws from the album and the gothic genre’s emotional tropes of restraint, obsession, isolation, and desire that are all internalized and physically expressed
The System
The campaign extends across vinyl packaging, disc design, social media, streaming mockups, and release promotions. Repeating motifs of confinement, isolation, and emotional excess connect the physical album to the digital rollout, allowing each application to feel like a different fragment of the same world.
Digital Rollout
The digital rollout extends the album’s visual world across Instagram carousel posts and animated streaming visuals. The Instagram sequence functions as a fragmented landscape, with each slide revealing part of the same barren environment and building toward the album release. The streaming visuals translate individual tracks into atmospheric moving backgrounds, giving each song its own mood while keeping the campaign cohesive.
Finding Restraint
Early sketches and image tests tried to make each piece carry the whole story at once. The visual symbols began competing for attention, making the experience feel too literal and over-explained, losing the desired tension. The final direction came from pulling back and choosing each element more intentionally. This let the story unfold across the packaging, social media, and streaming visuals with a stronger sense of pacing.