Altune
Art Direction · Custom Typography · Visual Identity · DOOH & Social Campaign
2026

Art direction and visual identity for ALTUNE—a fan-led 18th birthday campaign celebrating Martin through a large-scale LED screen activation in Da Nang, Vietnam.

The project name fuses ALT (a nod to Martin’s natural alignment with alternative fashion, music, and subculture) and TUNE (his core connection to sound). Together, ALTUNE establishes a platform built around his distinct identity and artistic taste.

"Martin, a frequency of his own. Mars is there, waiting to be reached."

The campaign slogan frames Martin as a singular frequency operating on its own wavelength. It draws a narrative line between his presence, his love for music, and an otherworldly aura—positioning him as a destination waiting to be discovered.

The visual language leans heavily into cybercore and metalheart aesthetics, pairing chrome textures and futuristic typography with high-energy compositions. Orange anchors the palette—referencing Martin’s favorite color while visually linking back to the celestial imagery of Mars.

The digital identity centers on a playing CD motif, signaling that ALTUNE is currently spinning. Each future campaign by the team represents the next disc in an ongoing discography.

To elevate the team behind the project, the collective identity coerbit (@coer.bit) was developed—combining COER + ORBIT to represent the creative team moving in continuous orbit around CORTIS.