The Secrets Behind Charli XCX’s BRAT Phenomenon

Last week I experienced Charli XCX live at Laneway Festival in Auckland. I am a big fan of her latest album, BRAT, which isn’t just a collection of pop anthems; it’s a movement that has taken over social media, fashion, politics and pop culture. Behind the success of BRAT is a team of visionary creatives who have worked alongside Charli to shape a bold and unforgettable brand. Their innovative, creative process has transformed BRAT into more than just an album; it is a cultural moment.

The Power of a Strong Creative Team

Charli XCX’s success is not a solo effort. The BRAT brand has been meticulously built by a team of creatives, each playing a crucial role in shaping its identity:

• Imogene Strauss (Creative Director)?is the mastermind behind?BRAT’s striking visual identity. From the electric green aesthetic to the lo-fi typography, Imogene has ensured that?every visual element aligns with the album’s unapologetic energy.
• Chris Horan (Stylist), the architect of Charli’s fashion choices, ensures that her personal style reflects the rebellious and raw essence of BRAT.
• A. G. Cook (Producer & Sound Architect) a longtime collaborator, A. G. Cook has played a pivotal role in defining BRAT’s sonic landscape, helping to create a cohesive musical and brand identity.

Success is rarely achieved alone, and a strong team that understands and enhances your vision is essential to ensure that every aspect of your brand, visual, auditory, or experiential, is aligned.

The Unique Creative Process: Branding Before the Music

What sets Charli apart is her approach to creating an album. Unlike traditional musicians who write music first and build branding around it, Charli’s process starts with the brand concept. Before recording a single track, she and her team establish a clear vision for the era deciding on the visual identity, messaging, and cultural impact they want to achieve.

This method allows for a level of cohesiveness that few artists achieve. By ensuring that everything, from the music to the fashion to the marketing, fits within a unified concept, Charli creates an experience rather than just an album. Brands can learn from this by defining their identity before launching campaigns, ensuring everything ties back to a core narrative.

Repetition and Reinforcement: Making the Brand Stick

One of the key reasons BRAT has resonated so profoundly is the strategic use of repetition. Charli and her team have embedded the word ‘BRAT’ into pop culture through constant reinforcement:

• The use of ‘BRAT’ as an adjective (e.g., ‘That’s so BRAT’) and a movement (‘BRAT summer’)
• A social media strategy that keeps the branding consistent across all platforms
• The album rollout featuring limited but high-impact engagements, such as a Boiler Room set with 25,000+ RSVPs

Marketers can learn from this: repetition builds recognition. Brands that hesitate to reinforce their message risk being forgotten. Consistently repeating key messaging across different touchpoints ensures the audience absorbs and internalises it.

Building a Team and Process That Elevates Your Brand

The BRAT era proves that great branding is not accidental—it results from strategic planning, a strong creative team, and a commitment to a singular vision. Charli XCX and her collaborators have built an immersive world in which fans want to participate.

For brands looking to make a lasting impact, the lessons are clear:

• Assemble a team of experts who understand your vision and can execute it across different disciplines.
• Establish your brand’s identity before launching products or campaigns.
• Use repetition and consistency to reinforce your message until it becomes second nature to your audience.

Whether you’re in music, fashion, or corporate branding, take inspiration from Charli XCX’s BRAT team. A well-executed brand isn’t just seen; it's experienced, remembered, and lived.