Electronic Music Sales Event

Art Direction & Graphic Design:

While waiting on the client’s Creative Brief, the first concept was an exploration of the vibrant and retro 80’s aesthetic and utilized existing product photography in lieu of new lifestyle photography. The second and third concepts were created after our team’s creative kick-off meeting and submitted brief, featuring design elements like glitched text, shapes inspired by the rounded square buttons found on DJ controllers, and digital scan line textures.

Concept A (dark color palette with female DJ) was inspired by the more traditional electronic music aesthetic with dark purples and blues with highlights of neon pinks. The glitch effect on the sale hero was designed with the technology and electronic aspects of the genre in mind. With Concept B (lighter color palette with male DJ), our goal was to shift away from the typical club scene and move towards a youthful and vibrant “strawberry lemonade” gradient. With this design, our goal was to differentiate ourselves from the market, and deemphasize the live music scenery as this promo was live during the global pandemic. Both concepts utilized stock photography as inspiration for our photography team, and our goal was to add color, dimension, and visual interest by introducing gel lighting. Ultimately, Concept B was selected by the client.

Creative assets were created for website candy tiles, rebate badges, site wide banners, homepage and landing page assets; display and programmatic ads; emails; social channel covers, organic, and paid posts; in-store price tags and tabletop signs; and print advertisements. Design elements were also integrated into assets produced by our in-house video team. Additional assets can be viewed on Behance.