Melodics
Creative Direction
Brand Development
Creative Strategy
UX/UI Design
User Research
Web Design
Event Production
Video Production
Graphic Design
Illustration
Animation
Melodics is a global music education app based in New Zealand. Started in 2014, it has grown from a finger drumming app to a leading interactive tool that provides a curriculum for keys, controllers, finger drumming and drums.
I led the marketing creative team - managing 4 people across social content, video and copy, while being responsible for design. I also balanced time between strategy, art direction and focusing on improving Melodics’ brand, website and user journey.
I worked with the CEO to articulate the brand’s values into a concrete identity updating the platorm, tagline, brand pillars and copy guidelines. We unified the scattered visual identity: cute edu-tech cartoons, album art and gamified components, with a more aspirational tone that captured real-world musicians. We then researched core customer insights, to separate user journeys that required individual creative treatments and web pages.
As a musician, this was a hugely rewarding role where I got to use multiple skills across challenging projects: from full marketing campaign strategy and international productions; working with high-profile US musicians, to learning how to code interactive AR games - all while keeping the studio humming with fresh processes and systems that increased the team’s output and speed.
You can view in-depth case studies for projects I led here: Melodics Drums, Melodics Web Design.
Results
More than 10x increase in content delivery.
New brand platform: “Let’s Play” delivered.
Huge increase in conversion on website via landing pages based on user-research.
Elevation of quality across all creative channels.
Design systems implemented for consistent, cohesive brand outputs.
Improved conversion on Meta acquisition channels.
Increased creative team headcount and output.
Fostered interest in collaborative work from instrument partners: Roland, Akai etc
