The document summarizes the branding strategy for a music video project based on English singer-songwriter Ed Sheeran. The branding targets Sheeran's core demographic of 15-25 year olds of all genders. To create an effective brand that resonates with the target audience, the main character in the music video was dressed in casual clothes like a gilet, Converse shoes, jeans, and a hoodie that would be familiar to Sheeran's fans. By mirroring Sheeran's own "no thrills" style and relatable background of performing gigs and sleeping on couches during his early career, the brand aims to establish a connection with viewers through its authentic representation of Sheeran as an