HypeBeats is a self-developed storytelling project showcasing the Syracuse and Central NY area live entertainment and electronic music scene, through a branded interactive website and engaging multimedia content.
Branding, Web Design, UI/UX
Creative Director, Designer, Photographer, Videographer, Multimedia Editor, Writer, Researcher, Strategist
Despite having a wealth of local acts, the Syracuse and Central NY region lacked a core digital space where dance music artists could be heard and seen. HypeBeats addressed this need through branded storytelling to highlight both dance music culture and emerging talent.
After concepting the project, in-depth research using industry standard databases such as GWI (Global Web Index) was done to develop designs and content that would accurately engage our target audience, and a brand that was on the core values and attitudes of the local dance community.
A HypeBeats brand style guide was developed that outlined user personas as well as the brands mission, values, colors, typefaces, stylizations, and other key foundational details.
After the main core of the brand was developed, I immersed myself into the local dance music scene. I spoke with local artists, DJs, producers, and other key individuals. I went to shows and captured as much content as I could. I conducted studio interviews, photo shoots, post-production edits, and wrote compelling copy to step even further in crafting an engaging story.
To showcase the content I had created, a finalized website was developed to serve as the digital presence and core storytelling piece of the HypeBeats brand.
This is the full brand style guide designed for HypeBeats.
Here is the link to the live HypeBeats website.
This is the final project presentation slides
designed for HypeBeats
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