PRETTYMUCH a Sony Music Artist
CREATING A BOLD VISION FOR A MODERN BOYBAND
As Creative Executive to Simon Cowell, Ali Hussainy was tasked with creating a bespoke vision for what the modern boyband could look like. Working alongside the Sony Music A&R team, he was responsible for crafting the complete visual identity that would eventually launch the pop group PRETTYMUCH. Made up five members from across the US and Canada, the band went on to achieve over 200 million streams, become the face of Puma, and collaborate with artists like Ed Sheeran and Khalid.
A STRIKING VISUAL IDENTITY
The initial creative direction bible created by Ali, would become the master document used to cast the band. After all five members were casted and the brand identity was cemented, he would continue his role overseeing creative across music videos, merchandise, and styling. The band’s fashion forward brand identity landed them editorials in i-D and Billboard, and campaigns with Puma and Kellogs.
