BOJ is an artist whose work often sits in tension, between discipline and desire, vulnerability and control. Duplicity was conceived as a reflection of those opposing forces. Studio Unruly was brought on to lead the album’s visual direction, translating BOJ’s internal duality into a cohesive visual world that could live across cover art, photography, motion, and promotion.
Duplicity required a visual approach that could hold contradiction without becoming forced or overdone. The challenge was to express two sides of BOJ, not as separate identities, but as parts of the same whole, while maintaining clarity and cohesion across album artwork, photography, and promotional material.
Studio Unruly approached the project by treating duality as a structural principle, rather than a visual motif. We developed a clear visual direction built around contrast—dark and vulnerable, controlled and expressive—allowing both sides of BOJ to exist in dialogue rather than opposition. This direction guided the album artwork, photography, typography, motion, and promotional assets, ensuring consistency without uniformity.
The result was a visual world that reflected the album’s internal tension while remaining cohesive, intentional, and recognisable across every touchpoint.
