Brand & Operating Portal
Seema Farswani
The single doc that runs the work — brand, operations, and the next 30 days of content. Built around your answers, your travel, and your tempo.
Tab One · Brand Guidelines
The Brand DNA
Everything our team and yours needs to write, shoot, and design for you. Voice, palette options, fonts, photography rules, the no-go list. Scan it before every caption.
The North Star
"The goal is to build a world around the music — with taste, restraint, emotion, and long-term credibility."
— Seema, in her own words
The Brand in One Line
A multilingual, multi-genre artist with a designer's eye — building a global musical language of evolution, not noise.
The Five Brand Keywords
If a post doesn't reinforce at least two of these, it doesn't get published.
01
Cinematic
Every frame, a still from a film.
02
Heartfelt
Emotion before performance.
03
Elegant
Quiet luxury, never loud.
04
Global
Five languages, lived.
05
Evolving
In motion. The audience comes along.
Colour Palette · Pick One
Your Choice
Two palette directions for your personal brand visuals.
Both options use warm, editorial colours that flatter your skin tone (Deep Autumn). Pick the one that feels most like the world you want your music to live in. Click to select — we'll build all your lyric cards, release art, and visual identity around it.
"Some stories don't end —
they return, softer."
"Where movement
meets meaning."
Typography · Pick One
Your Choice
Two font pairings for your visual identity.
Both are editorial, both pair with either palette. Read them aloud in your head — pick whichever sounds more like you. Inter handles body text in both options.
Seema Farswani
Some stories don't end — they return, softer, deeper, and more alive.
Seema Farswani
Some stories don't end — they return, softer, deeper, and more alive.
Voice & Vocabulary
From your own answers. Read before every caption.
✓ Sounds Like You
- Cinematic, heartfelt, elegant, reflective, quietly powerful
- Emotional, visual, understated — never trying too hard
- Soulful, textural, evolving, refined, global
- Phrases that sound like a thought, not a slogan
- Subtle, elegant humour — dry wit, never sarcasm
✗ Not Your Voice
- Hustle, grind, slay, queen, bestie — never
- Manifesting, journey, blessed — only with real context
- Goofy, meme, sarcastic, or self-deprecating
- Overly motivational, influencer-coded, "queen energy"
- Loud, shouty, trendy-for-the-sake-of-it
Captions That Sound Like You
"Some stories don't end — they return, softer, deeper, and more alive."
"Where movement meets meaning."
"Somewhere between vocal takes, design deadlines, and airport coffee… a song found its way."
Emoji Lexicon
✨ Core
🎵 Core
❤️ Core
🍃 Core
🔥 Core
🙏 Occasional
🎧 Occasional
🤍 Occasional
🌍 Occasional
🛫 Occasional
Sign-Off Library
— Seema
— with love
— from the studio
— still evolving
— with gratitude
Video Catchphrase · Recall Builder
"Still evolving."
Every talking video ends with this phrase. Two words, yours already, builds recall over time. Audiences start expecting it — that's how brand memory is built. Use it as the verbal sign-off in every Reel where you speak to camera.
The Trend Filter
We will participate in trends — that's how growth happens in 2026. But every trend goes through one test before it gets into the calendar.
The Hariharan Test
Before using a trending audio, format, or concept — ask one question: "Would she be comfortable showing this to Hariharan?" If yes, proceed. If no, kill it. This is the line between "trend used well" and "content creator drift."
Hard No-Go List
Topics, People & Formats We Never Touch
From your own answers. Strictly enforced.
- Politics & religion — never
- Financial details — earnings, deals, money
- Private collaborators — most are under contract
- Therapy / inner-healing details — off-limits
- Gossip or personal drama — protect the elegance
- Children's faces — never as content
- Marriage as the brand — husband selectively only
- Polly Scattergood & Glenn Kerrigan — never named publicly
- Curator over-tags — archive these proactively
- Prank or meme content — never
- Gambling, MLM, weight-loss, political ads — no paid deal ever
- Fast-fashion, flashy brands — off-brand
Always Needs Your Approval Before Posting
Mentions of: your design career · family / husband / children · Berklee · named collaborators (Rish, Glenn, Polly, Nia, Ananya, Shania, Dem-C) · radio/press achievements · personal milestones.
Photography & Shoot Direction
Three universal rules — apply to phone selfies and editorial shoots equally.
01 — Lighting
Always Warm, Never Harsh
Window light by default. Golden hour beats midday. Candlelight or warm lamp at night. Never overhead fluorescent, never phone flash, never cold daylight.
02 — Composition
Negative Space Is Your Signature
You're a designer. Empty space is part of the frame. Don't fill every corner. Subject off-centre beats dead-centre. Let hands, hair, and instruments breathe.
03 — Palette
Always in the Brand Colours
Backgrounds in ivory, warm wood, soft drapes, raw stone. Clothing in the palette. The peach-wall guitar shoot is the template — same warmth, repeated.
Lightroom Recipe — apply to every photo
Highlights −10 · Warmth +6 · Shadows +8 · Orange luminance +12 · Green saturation −20. Save as "Mojo Warm" preset. Apply before posting. Team Mojito builds matching CapCut LUT for Reels.
Tab Two · Operations
The Task Centre
Two cities, one calendar. Filter by who owns what. Tick boxes save to your browser — your progress is private to this device.
Onboarding Progress
0%
Week One · Foundation
Mojito
Fix bio typo "Runwways" → "Runways"
Day 1
Mojito
Rewrite IG Name field to "Seema Farswani | Singer-Songwriter"
Day 1
Mojito
Buy seemafarswani.com + Google Workspace setup
Day 1-2
Mojito
Build unified Beacons hub: beacons.ai/seemafarswani
Day 2-4
Mojito
Replace Spotify track URL in IG bio with Beacons hub
Day 4
Seema
Accept Meta Business Editor invite (IG + FB)
Day 1-2
Seema
Add Mojito Gmail as Manager on YouTube Studio
Day 2-3
Seema
Invite Mojito email as Editor on Spotify for Artists
Day 2-3
Seema
Share GST particulars (Singapore-side)
Week 2
Joint
Sign Marketing Mojito service agreement
This week
Joint
Create WhatsApp group · "Seema × Mojito"
Day 1
Week Two · Content System Setup
Mojito
Standardize profile picture across all 6 platforms
Week 2
Mojito
Consolidate IG Highlights: 7 → 5 with unified covers
Week 2
Mojito
Build "Mojo Warm" Lightroom preset + CapCut LUT
Week 2
Mojito
Pin three strongest existing posts to top of IG grid
Week 2
Mojito
Archive AI-generated release-art posts
Week 2
Mojito
Set up SoundCloud + upload EP and singles
Week 2
Seema
Block Tue + Sat mornings 9 AM SGT for shoots
Week 2
Seema
Pick 5 outfits from wardrobe that fit the palette
Week 2
Seema
Send 5 voice memos (60s each) — life stories
Week 2
Week Three · Press & Outreach
Mojito
Build press kit · Bio (3 lengths) + 5 photos + links
Week 3
Mojito
Build outreach tracker for press contacts
Week 3
Mojito
Research Sofar Sounds Singapore application
Week 3
Seema
Find one trusted Singapore photographer
Week 3
Seema
Share London/Paris itinerary specifics
Week 3
Ongoing · Monthly Rhythm
Seema
Send next-month availability + travel + events
Recurring
Mojito
Ship next month's full content calendar
Recurring
Joint
Weekly 20-min sync · Mondays
Recurring
Joint
Monthly retro · last Friday of every month
Recurring
The Monthly Workflow
The 20th and 25th rhythm — the contract between Singapore and Mumbai.
Seema · Singapore
Sends next month's availability, travel, locked events
By 20th · WhatsApp voice + doc
→
Mojito · Mumbai
Builds calendar, scripts, captions, shot list
By 25th · Shared with Seema
Seema · Singapore
Reviews, flags anything off-tone, approves
Within 48 hours · Zoom on 27th if needed
→
Both
Month begins on the 1st. Buffer days 26-31 for prep
Steady-state rhythm
Seema · Singapore
Shoots raw mobile footage in batched sessions
9 AM SGT · Tue + Sat preferred · 3×/month
→
Mojito · Mumbai
Edits, colour-grades, captions, schedules
Within 48 hours of footage
How We Communicate
Approval Flow
Month 1: Per-piece approval — every caption + visual before going live.
Month 2+: Batch approval — week of content sent every Monday, Seema approves within 24 hours.
Approval Channel
WhatsApp coordination group for everything. Seema's response window: 24 hours typical. No email, no Slack. Keep it one channel.
Press / Booking DMs
Mojito AM acknowledges within 4 working hours, collects initial details, escalates to Seema with summary + recommendation. Seema makes the final call.
"I Don't Love This" Flow
WhatsApp voice note immediately. We pull down, fix, ship corrected version same day. No awkwardness — just signal.
Key Contacts · At-a-Glance
From your Section 6 answers. Used by Mojito for context — never contacted without your go-ahead.
Producers & Collaborators
Collaborator · Beatbox
Dem-C
"Got My Mojo Working (feat. Dem-C)"
Collaborator · Mumbai
Rish · Level Music
"Sketches on the Walls" Hindi fusion
Next Collaboration
Shania Tan
Singapore · Rehearsal partner
UK Mentors · DO NOT TAG PUBLICLY
Polly Scattergood & Glenn Kerrigan
Mentors + mixing team · Off-limits in posts
Press & Radio · Warm Contacts
Press
Kris · FV Music Blog
Press
Mohot Chandani · Muse Chronicle
Press
Vishal · Sinusoidal
Press
Jrake · Dulaxi
Press
Victor · IndieDock Music Blog
Press
Music Arena Ghana
Radio · World
Alessandro · Euro Indie Music Network
Radio
RealDj · PlanARadio
Radio
Marcus · Itis Radio
Radio · Spain
Ayn Radio
Radio · Israel
Elad · ZeRock Radio
Radio · US/UK
Amazing Radio
Radio · UK
Rob · Fans for Bands
Radio · France
Planete Indie
Radio · Indonesia
Indonesian Radio 89.5fm
Radio
Prospect Radio
Distribution & Legal
Distribution
Ditto Music
All releases routed through here
Legal · Singapore
Moiz Sithawalla
Lawyer · contract review only
Publishing
BMI (USA)
PRS, APRA, AMCOS, MLS, MCPS, ICE via Ditto
Tab Three · June 2026
The June Calendar
12 posts. Three travel phases. Every shoot is mobile, every script is conversational. This month is about getting camera-comfortable and locking the new aesthetic. Click any post for full details.
All Talking Videos End With
"Still evolving."
Whenever you speak to camera, sign off with these two words. They become your verbal signature — audiences will start expecting them. Recall builder #1.
Two Legends to Read · Format & Type
VIDEO Mobile video shoot needed
PHOTO Phone photo only
NO-SHOOT Mojito designs it
Talk to Camera
Lyric / Quote
Travel · WORLD
Music / Performance
Story / Reflection
01
Singapore Base · June 1 – 10
Home base shoots. Controlled lighting, familiar setting. The foundation posts of the month.
02Tue
Video
Talk
A real, candid welcome — you're starting fresh, on your own terms.
Script · Speak Naturally · Aim for 60 seconds
"Okay, so… I'm doing something a little different here. For years I've been making music, releasing songs, doing the work — but I've never really shown up here, on this platform, as myself. Not the curated version. Just me.
So I'm starting again. Properly this time. I'm going to talk to you about the songs, the writing, what's behind them, the cities I'm living between, the people I'm working with. Not every day — but consistently.
I've spent the last few years quietly building something. Now I want to bring you along.
If you've been here a while — thank you for staying. If you're new — welcome. Either way, I'm glad you're here.
Still evolving."
Background Music
None. Original audio only. Your voice carries it. Let the silence between sentences breathe.
Caption
A new chapter on this feed.
For years I've made music quietly. Released songs without ever really showing up here as myself.
So I'm starting properly. I'll talk about the songs, the writing, the cities, the people in it.
If you've been here a while — thank you. If you're new — glad you came.
Still evolving. ✨
Shooting Note
Phone on a stack of books at eye level. Sit somewhere with morning window light — bed, sofa, or near the balcony. Outfit: bone or black, simple. No makeup beyond what you usually wear. Look softly into the camera, not staring. Talk like you're telling a friend, not delivering a speech. Three takes max. The slightly imperfect one is usually the best.
Catchphrase
"Still evolving." — verbal sign-off as the last line. Pause briefly before saying it.
04Thu
No-Shoot
Lyric
A line from "Runways" as a single elegant lyric card.
Concept
No video. Single image. One line from Runways, set in your chosen font on the chosen palette. The kind of post people screenshot and save.
Background Music
N/A — still image post.
Caption
Some lines find me before the song does.
This one stayed with me for weeks before it had a home.
Runways · streaming now 🎵
🔗 in bio
Shooting Note · Nothing for Seema to Shoot
Mojito designs the lyric card in the chosen palette + font. Approve via WhatsApp before publishing.
06Sat
Video
Talk
"The one thing five languages have taught me about people."
Script · Speak Naturally · Aim for 45-60 seconds
"I sing in five languages on my records — English, Hindi, Arabic, French, Spanish. And here's the thing I've learned doing that — and I think about this a lot.
People always ask me: 'But what if your audience doesn't understand the language?'
And here's what I've figured out: it doesn't actually matter. Because emotion always arrives before translation. Always. People may not know what 'lágrimas negras' means, but they feel the ache in it. They might not understand a single word of an Arabic verse, but they understand longing when they hear it.
Sincerity travels faster than vocabulary. Warmth needs no subtitle. Joy is the same in every alphabet.
That's the thing music keeps teaching me.
Still evolving."
Background Music
Soft instrumental at very low volume — try "Comptine d'un autre été" by Yann Tiersen, or any trending soft piano audio. Keep it under your voice, not over it.
Caption
Five languages on my records — and one thing I keep learning:
Emotion arrives before translation. Sincerity travels faster than vocabulary. Warmth needs no subtitle.
That's what music keeps teaching me.
🌍 ✨
Shooting Note
Same setup as Post 1 — phone on books, morning light, sit in the palette. The reps are the point — by the third talking video this should feel routine. Don't overthink. One take, three takes max.
Catchphrase
"Still evolving." — verbal sign-off as the last line.
08Mon
Video
Music
A 20-second piano rehearsal clip — raw vocals, real moment.
Concept · No Script · Just Play
Sit at the piano in good window light. Prop phone vertically against books or a tripod. Play 20 seconds of a song you're working on, or a cover you love. Sing if it feels right — hum if it doesn't. Stop when it feels natural.
Background Music
Your own piano — fully original audio.
Caption
A quiet morning at the piano.
Sometimes the song is just trying to find me.
🎵
Shooting Note
Vertical 9:16. Wide shot — show the room, not just your face. Composition rule: you on the right two-thirds of the frame, window light on the left. Don't fuss with hair or outfit. The rawness is the point.
10Wed
Photo
Story
Carousel · 5 things that always travel with me.
Concept
5-slide photo carousel. Each slide = one object you always pack — notebook, perfume, headphones, a specific scarf, your songwriting pen. Tight macro shots on a bone-coloured surface, warm light. Slide 5 has text overlay: "What I bring with me, what I bring back."
Background Music
N/A — still carousel.
Caption
Five things that travel with me everywhere.
A notebook for the song I haven't written yet.
A scent that smells like home before I land.
Headphones I trust more than most people.
One scarf that's been to four continents.
The pen that did the songwriting on Runways.
What travels with me, travels back as music.
🛫 ✨
Shooting Note
10 minutes the morning before Bali. Lay each object on a beige bedsheet or cream towel near a window. Phone directly overhead. No props in frame except the object. Mojito arranges layout and adds text to slide 5.
02
London + Paris · June 11 – 25
Travel content. Cinematic by accident. City becomes the backdrop — camera stays in your pocket until something is worth filming.
13Fri
Photo
Travel
First frame of London — a quiet street, a quiet thought.
Concept
Single photo of London in early-morning or late-evening light. Cobblestones, brick, soft sky. No face needed — just the city. Or your shadow walking. Mojito overlays first line of caption as italic serif text.
Background Music
N/A — still image.
Caption
Landed.
Some cities feel familiar even on the first morning. London is one of them — the light, the slowness, the way the streets ask you to walk a little slower.
Writing here for a while.
— from the road 🍃
Shooting Note
First morning walk in London — shoot 5-6 frames of streets, doorways, café windows, your coffee on the table. Mix landscape + portrait. Mojito picks the strongest. The point: don't shoot yourself, let the city carry the post.
16Mon
Video
Talk
"Why I always write better when I'm somewhere else."
Script · Speak Naturally · Aim for 45-60 seconds
"I'm in London right now, and I notice something every time I travel — the songs just start arriving. Differently.
I think there's something about being out of my own city that loosens the writing. Like the part of my brain that's always managing schedules and replies and groceries finally quiets down — and the songs have room to walk in.
In Singapore, the melodies happen in the studio. In London, they happen in cafés. In Paris, they happen on walks. In Mumbai, they happen in the middle of conversations.
Every city leaves something on the page. Movement is part of how I write.
Still evolving."
Background Music
Original audio. Soft city ambience in background is fine — adds atmosphere. Don't try to silence the café.
Caption
Songs arrive differently in different cities.
In Singapore, in the studio. In London, in cafés. In Paris, on walks.
Movement is part of how I write.
🛫 ✨
Shooting Note
Find a café with warm lighting and a window seat. Phone propped against a cup or book at eye level. Talk softly — let the café noise live in the background, it adds reality. One take. The imperfection is the post.
Catchphrase
"Still evolving." — verbal sign-off.
19Thu
Photo + Audio
Music
A 15-second voice memo — humming the next song.
Concept · Audio-First Reel
A still image (your hand, a window, a notebook) with your hummed melody over it for 15 seconds. The audio is the point — the image is the canvas. Record the hum on Voice Memos in a quiet room.
Background Music
Your own voice memo, recorded clean. No music behind it.
Caption
A melody I caught this week.
Not a song yet. But maybe.
🎵 🤍
— from the road
Shooting Note
Two steps. (1) Open Voice Memos, hum 15 seconds of the melody stuck in your head. Send to Mojito. (2) Take one still photo of something quiet — your hand, notebook, window. Mojito combines them into a Reel.
22Sun
Photo
Travel
Paris frame + lyric overlay — the cinematic moment of the month.
Concept
Single image. Paris in soft evening light — a balcony, rooftop, river, bookshop window. Mojito overlays a lyric of yours in italic serif. The kind of post that gets screenshotted and reposted.
Background Music
N/A — still image.
Caption
"On va voir" — we'll see.
Paris has its own time signature.
🍃
Shooting Note
Any time you see a Paris view that genuinely makes you stop — pull out phone, shoot 3 horizontal + 3 vertical frames. Send the lot. Mojito picks the one that holds your lyric best. Don't compose like a photographer — just capture the feeling.
24Tue
Video
Talk
"Three things Paris gives me that no other city does."
Script · Speak Naturally · Aim for 45 seconds
"Three things Paris gives me that no other city does.
One — permission to walk slowly. There's no rush here. The city actually encourages you to take your time.
Two — the kind of silence you can write inside. Even in a busy café, there's space between the sounds. My head clears here in a way it doesn't anywhere else.
Three — a reminder that elegance is a discipline. It's not decoration, it's not effort. It's just… how things are done. The way bread is baked. The way coffee is served. The way a sentence ends.
Every time I come here, the next song already knows where it's going.
Still evolving."
Background Music
Original audio. If too noisy, try a soft jazz piano trending audio at 15% volume.
Caption
Paris teaches you to walk slower.
And to listen for what's already there.
🤍 — from the road
Shooting Note
Paris café or hotel room with warm light. List-style scripts perform well — keep the energy reflective, not performative. Direct camera contact on the count of "one, two, three" — gives the video rhythm.
Catchphrase
"Still evolving." — verbal sign-off.
03
France · Reflection · June 26 – 30
The slower posts. Looking back, looking forward. Closing the chapter with intent.
27Fri
Video
Story
"What this month taught me." — month-end reflection.
Script · Speak Naturally · Aim for 50 seconds
"June ends in France, which feels right.
This month taught me that the songs find me when I move. That the best writing happens at the table of a borrowed kitchen, or on a train I almost missed. That the work doesn't always have to come from the studio.
Sometimes it comes from the doorways in between. From the cities you pass through. From the people who let you sit with their silence.
I'll go home with more than I came with — which is the only real test of a good trip.
Still evolving."
Background Music
Original audio, or a soft instrumental of one of your own songs at very low volume.
Caption
June ends in France, which feels right.
The songs find me when I move.
— with gratitude
Shooting Note
Golden hour in France — outdoor if weather allows, window seat if not. Wear something in the palette. This is the reflective post of the month — let your tone soften. Three takes, pick the calmest.
Catchphrase
"Still evolving." — verbal sign-off.
30Mon
No-Shoot
Lyric
A new lyric — first hint at what's coming next.
Concept
Single lyric card. One unreleased line from a song you've been writing this month. Chosen palette background, chosen serif font. No song name. Just the line. The tease.
Background Music
N/A — still image.
Caption
One line from a song that doesn't exist yet.
But might soon. ✨
— from the studio
Shooting Note · Nothing for Seema to Shoot
Seema sends Mojito one unreleased lyric via WhatsApp. Mojito designs the card. This post closes the month and opens the next chapter — leaves the audience wanting the song.
What June Is Designed To Do
This month is not about virality. It's about installing the rhythm — getting you in front of the phone 3× a week, building muscle memory that makes month two easy and month four automatic.
Camera Comfort
5 talking-head videos in 30 days. By July, sitting in front of the camera should feel routine. The reps are the point.
Aesthetic Anchor
Every post in your chosen palette, every shoot in warm light. The grid will visibly shift in 30 days.
Travel as Content
Your 20 days outside Singapore become the WORLD pillar — not a content gap. London + Paris are the strongest visual environments you'll be in all year.
A note on showing up
You don't have to be perfectly lit, perfectly dressed, or perfectly composed for any of this. The discipline is showing up, not nailing it. Three takes, then send. We edit. We protect the standard. You just have to be in the chair.