IZZ

Seven talented instrumentalists adept at multi-part vocal harmonies formed the progressive rock band IZZ during the 1990s. Today, IZZ has over seven records in its catalog, not including DVDs of live performances, a line of merch, and a loyal following of prog rock fans worldwide.

Role Creative Director · Photographer · Coder

Deliverables Brand Identity · Packaging · High-fidelity

Tools Illustrator · Photoshop · Bootstrap · Dreamweaver

Agency Manji Designs LLC

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The Problem

Out of so many other rock bands, IZZ had a relatively low public profile. The band's print marketing, merch, and product packaging lacked a strong identity compared to other bands in the genre. IZZ also did not have an online presence.

"How can we elevate our profile amongst our fans and the music industry?"

Opportunity

  • Build Recognition: Elevate IZZ’s brand by establishing a distinctive visual identity to gain greater industry recognition.
  • Record Sales: Boost record sales to increase profits and solidify the band's industry presence.
  • Website Traffic: Increase website traffic to deepen fan engagement and drive merchandise and digital download sales.
  • Tell Our Story: Deepen fan loyalty by sharing the band’s story and personalities, fostering emotional connection and lasting support.

Process

Research & Discovery

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Define

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Ideate

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Branding

Identity

Elevating the band's profile began with refreshing the brand identity. The new logo's negative and positive space form the letters IZZ. Themes from the band's musical evolution included death, afterlife, and rebirth, which I brought to life with images of headstones, textures, and statues from historic cemeteries.

Packaging

As part of the visual storytelling, I selected an old-timey Spanish typeface similar to the 18th-century tombstones engraving. I designed and developed a new responsive website and social media graphics with colors, shapes, and images much different from the expected prog rock aesthetic.

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UX Design

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Visual Design

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Testing

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Impact

Outcomes
  • Record Sales Growth: Drove a 57% increase in physical record sales by elevating product packaging, print marketing, and digital communications, improving perceived value and appeal among new and existing fans.
  • Digital Download Growth: Boosted digital downloads by strengthening the band’s digital presence, enhancing discoverability, and increasing the band’s digital reach.
  • Website Traffic Growth: Enhanced website experience and visual storytelling, increasing traffic and deepening engagement with album content.
Learnings & Reflections
  • Design Systems Enable Scale: Partnering with a developer to implement a long-term content management system would have reduced manual overhead and enabled greater focus on design exploration and iteration.
  • Consistency Strengthens Brand Equity: Maintaining stronger visual consistency across the three-part album series would have further reinforced the connection between the three-part album series.
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