Voice
Edgy
Raw
Real
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1234 #$!
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1234 #$!
Typography
Color
Photography
FUNDAMENTAL MUSIC
BUSINESS
Music Licensing
PROJECT
Branding, Art Direction, Website, Email Marketing, Print, Photography, Copy
Fundamental Music wanted a new website with an edgy, creative vibe. They also needed help launching a monthly email marketing campaign to bring in new business. Lastly, Fundamental Music was looking to launch an annual holiday card to highlight their positive work culture.
Their CEO is a 90’s kid and toured as a guitarist for the grunge band, The Nymphs. So inspo included anything 90’s—from the Seattle grunge scene to Old School hip hop—sans Lunchables.
LOGO
Fundamental Music was my first freelance client, and I wanted to impress. I surprised them with a gratis favor and designed a simple logo to go with their new website. I went down the rabbit hole of grunge fonts and came across Backspacer. Designed in 1993, Backspacer was inspired by an old decrepit typewriter found in an abandoned Brooklyn lot. The designers photographed and scanned the keys, then traced them to create the font.
THE WEBSITE
To introduce their talent in a visually compelling way, I created an animated GIF that can be easily updated on the Home page. Their client list is impressive—Netflix, Amazon, Disney—so I featured a selection of client logos in white with a cool glide-in effect against a screened B&W image of young musicians at work.
EMAIL MARKETING
For their eBlasts, I threw aesthetic consistency out the window; they wanted each eBlast design to be different to keep jaded Music Supervisors entertained.
RESULTS: The website has an Average Session Duration of 4m 21s along with a 33% higher rate of Average Pages Per Session (2 pp.).
THE HOLIDAY CARD
After I photographed the team, I designed a Spinal Tap homage. It was supposed to be an eBlast only, but they liked the artwork so much, we did a small run of posters for select clients.
RESULTS: With a Subject Title of “Merry #$%&ing Xmas,” the first eBlast had an open rate of 73%. Currently, the eBlasts average 50-55% in open rates and have a 2.5% click-through rate. Over the years, these pieces have secured numerous sales for Fundamental Music.
