I have been working in the music industry for 5 years now, having the chance to touch on many different roles, from photographer and social media assistant to promoter and marketing assistant and, in the past year, lead creative. I enjoyed every minute of my job and got the chance to meet wonderful and inspiring people without whom the events I worked on wouldn't have been possible. When creating an identity (branding, that is), I track down the very ethos of the concept, from the people it is made for to their cultural roots and possible future aspirations. For Afro Nation, for example, a festival dedicated to afro beats and African culture, I spent many days at the British Museum, in their African rooms, to get the grasp of the African history, habits and cultural shifts. Only after I truly understand a concept or culture I move on to adding modern twists to make the product viable in the current market.