As the Art Director for Switched On, a music instrument retailer, event space, and classroom for electronics learning in Austin, TX, I faced several challenges in developing their visual identity and crafting meaningful advertising campaigns.
Design Process and Challenges
Brand Identity Cohesion: Switched On's diverse offerings (retail, events, education) required a unified visual language that could represent all aspects of the business.
Audience Diversity: The target audience ranged from professional musicians to hobbyists and students, necessitating a versatile design approach.
Balancing Creativity and Functionality: The visual identity needed to be innovative yet practical for various applications.
Solutions Implemented
Comprehensive Brand Audit: I thoroughly analyzed Switched On's existing visual elements and brand values to inform the new design direction.
Mood Board Development: I created visual references to align stakeholders on the desired aesthetic, ensuring a shared vision for the brand.
Flexible Design System: I developed a modular design system that could adapt to different contexts while maintaining brand consistency.
Sonic Branding Integration: Recognizing the importance of audio in a music-focused business, I incorporated elements of sonic branding to create a multi-sensory brand experience.
Collaborative Approach: I worked closely with the Switched On team, gathering feedback and iterating designs to ensure the final product met their needs and resonated with their community.
Through this process, I established a cohesive and recognizable brand presence that effectively communicated Switched On's unique identity and connected with its diverse, creative community. The resulting visual identity successfully unified their retail, event, and educational offerings under a single, compelling brand narrative.
Switched On
