Save the G
Project Focus:
Creative Direction / Branding / Concept Art
Year:
2023 - 2024
Location :
Colombia, Germany
Save the G is a Colombian artist based in Frankfurt who fuses rap with Latin pop, blending sensitive lyricism with street aesthetics. His sonic universe moves between the political, the sensual, and the introspective. Since 2023, I’ve led his visual development as creative director, accompanying his musical evolution with an adaptable visual identity.
The project was built in two stages: first, by designing a symbolic logo inspired by graffiti and urban calligraphy; then, by expanding his visual language through 2D animation-style narrative illustrations for his second album.
The goal was to translate his artistic vision into a coherent visual system—authored, expressive, and emotionally connected to his music.
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I designed a calligraphic logo inspired by urban tagging and the fast, intuitive handwriting of hip-hop culture. The “G” monogram condenses three symbolic layers: the S from Save, a subtle T suggested by the π (pi) sign—evoking constant flow and internal proportion within urban chaos—and the G for Gangster. This structure forms a visual signature with symbolic depth and strong typographic presence.
The visual system was complemented by digitally intervened portraits in a gestural, expressionist style—marked by raw strokes, urban symbols, and spontaneous writing. This aesthetic reinforces an expressive, autobiographical tone aligned with the artist’s narrative. These pieces served as a conceptual mini-brandbook and were used across social media, streaming platforms, and promotional materials.
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For his second album, I developed a narrative universe illustrated in a 2D animation-inspired aesthetic. Each song was translated into a visual scene, complete with its own characters, atmosphere, and tone. I designed the album’s main characters—Save and Galatea—defined the visual style, and composed illustrations for cover art, Spotify Canvas, and social media.
Save was designed as a visual extension of the artist himself: a slender silhouette, sharp features, and an introspective gaze, enhanced by symbolic elements and a high-contrast palette that highlights his poetic and combative aura. Galatea, his feminine counterpart, was conceived as an allegorical figure—mystical, fluid, and sensual, with flowing lines and a subtly retro-futuristic aesthetic.
Each piece functions as a narrative still, rich with meaning: from the spiritual and defiant energy of Dub Fuego, to the eroticism of Malicia, and the urban symbolism in Barrio Love and Paseo a la Condesa. The covers were designed specifically to unfold as animated Spotify Canvas visuals, with framing, narrative rhythm, and composition tailored to mobile immersion. In the portfolio, these scenes are showcased using mockups to highlight their digital context and application.
The main characters—Save and Galatea—were designed as archetypal figures within this visual world. Save was created as a stylized projection of the artist himself: a slender silhouette, intense gaze, and gestures that oscillate between the poetic and the defiant—rooted in an urban aesthetic enriched with symbolic details. Galatea, in contrast, is a more mythical figure: feminine, sensual, fluid, with flowing lines and an aura that blends mysticism, seduction, and inner strength. Together, they embody the album’s central duality: body and spirit, desire and word.
The visual style draws inspiration from contemporary animated series, featuring defined linework, strong contrasts, vibrant color, and cinematic composition. The illustrations were designed to preserve a sense of dynamism—even in static format—and are intended to be activated through motion within digital platforms. These pieces are presented through mockups, allowing for a clear visualization of their real-world application in digital and musical contexts. The image sequence reads as a cohesive visual campaign, where each cover functions as a scene within the same narrative universe.
Save the G consolidated an expressive, adaptable, and recognizable visual identity—applied across his digital presence, album artwork, and music platforms. The project reflects a form of artistic collaboration that translates sonic identity into visual language, expanding the musical experience through a cohesive illustrated narrative that remains emotionally connected to his work.