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Oil & Water

Billie Eilish Album Concept

Creating a branded identity for artist Billie Eilish, including album design and merchandise.

Background

Billie Eilish | Store - Billie Eilish | Store, store.billieeilish.com/. Accessed 24 July 2026.

Billie Eilish is a memorable leader of the 21st-century music scene whose branding style is authentic and unconventional. Famously adopting new aesthetic styles with each album release, including changing her entire hair color, Eilish enthusiasts often find themselves imagining what persona she will take on next.


This potential album concept tastefully pushes the range of Eilish’s current artistic expression while remaining aligned with her established identity.


My specific goal was to practice distinctiveness through simplicity: creating a rich, “atmospheric” identity that is both iconic and easily distinguishable through color and texture.

Research

By analyzing repeated motifs she uses, her lyrics, her personality, and her previous album releases and campaigns, I developed a large profile to draw from:

Audience

Female majority
Gen Z and Millennials

​Lyrical Themes

Being villainous
Navigating personal relationships
Deep analysis of mental health and her mind
Objectification and fame
Often revisits motifs from earlier albums

  • Ex: Doors, Water, Dreams, Death

Visual Language
Minimalism, recognizable and iconic motifs

  • Ex: green roots, blohsh symbol (pictured left), spider

Works with juxtaposition & unpredictability
Avant-garde, unique

Androgynous and baggy silhouettes​

Tone

Dark, gritty, raw
Ethereal, mysterious
Rebellious, bold, confident
Simplistic, sensual, electronic

Billie Eilish Logo and Symbol, Meaning, History, PNG, 1000logos.net/billie-eilish-logo/. Accessed 24 July 2026.

Blohsh Symbol

Creative Brief

To position the album, I created a mock creative brief:

Album Title

Oil & Water

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Genre

Electronic Grunge​

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Themes

Healing vs. Decay

  • "Healing, but Painfully."

    • Touched upon previously in "SKINNY" song from HIT ME HARD AND SOFT album

Isolation, Loneliness, Abandonment

  • A sensible contrast to her previous commentary about fame and attention, exploring how it can feel internally

Neglect and Ignorance

  • Leading to decay

Creating Concepts

I created four moodboards to explore different creative directions.

Audience Feedback

After creating these concepts, I presented them to Billie Eilish fans by creating and distributing an interest form on Qualtrics.

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Below are the questions used to collect data:

(Not including the screening questions, which were used to gauge the age of the respondents, as well as their self-reported familiarity with Eilish.)

Summarized below are the 11 responses:

Both concepts #2 and #3 are favored, with #2 leading slightly, especially in the visually appealing category. However, since #3 is ranked higher in its alignment with the artist's current persona, and also tied in popularity for best expression of the theme, I borrowed qualities from #3 when building the identity. Below is the new, adjusted branding direction:

Conclusion

Blending elements from the two strongest visual concepts, I developed a polished identity that feels vulnerable, textural, and atmospheric. Muted colors, tangled florals, and painted textures express healing as an imperfect process: soft and romantic, but also thorny and unsettling. The resulting identity balances Eilish’s gritty, rebellious energy with her ethereal visual style while connecting directly to the album’s themes.

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