Lessons In Live
Client
Lessons
In Live
Services
Branding
UI/UX Design
Web Design
Advertising
Package Design
Year
2017 - 2021
Synopsis
Establish a new brand identity by building cohesive social identity assets and creating a new website.
Meet the Client
Camiel Daamen
DJ | Producer | Live Performer
As an electronic music artist Camiel has travelled through Europe with his dj and live-sets for years. He performed in Berlin, Cologne, London, Malta, Ibiza, Macedonia, Poland, Turkey and played festivals like Burning man, Mystery-land, Amsterdam Open Air, Paradigm Festival, Mystic Garden Festival and many more.
He has released his music on labels like VIVA music, Origins, Inhouse Records, Whoyostro, Supernature, Tzinah, Deep Tech, Eklektisch and many more.
About Lessons In Live
Lessons in Live is the educational platform of dj, producer, live performer and Ableton Certified trainer Camiel Daamen. It’s a school to learn how to produce modern electronic music. With 23+ years of experience in the music field Camiel has a lot of information to share with his students.
Service Scope
Branding
UI/UX Design
Web Design
Advertising
Project Timeline
Branding, UI/UX Design, Web Design | 1 month
Branding
Problem Statement
The Lessons In Live identity in terms of look, feel and voice is not up-to-date with the new social platforms and other industry trends. How can we best look to bring forward the values already instilled in Lessons and Live and innovate the identity using modern design and product knowledge that will be timeless for years to come.
Objective
Build a new brand identity to the knowledge, passion and happiness that exists within the values of Lessons In Live.
Breakdown of the Problem
Keeping a familiar brand presence that the current community recognizes for the space, while adding originality and futurism into the new brand identity.
- Often designers tend to think in terms of just design and not around the business and technology a product brings. It's easy to stay comfortable in a business's current brand identity when doing a rebrand, or simply building one that did not yet even exist for it.
Providing minimum viable efficiency in the finalization of the approved identity in order to implement the new look, feel and voice onto other online distribution channels.
- A finished product should feel finished when in agreement with your working parties. When diving too deep into an element of an identity you can get sidetracked from the objective and project timeline. Staying true to the workmanship and engagement of revisions eventually consensus is had and it is time to look at the overall project at hand. Identity is one thread of multiple strings that need to be established in order to complete other important aspects of marketing a product to be successful.
Facilitating room for continuous development on the new identity to be created. Allowing the identity to be iterative as years go by because this foundation should allow for it.
- Strong brand identities are not built off of colour palettes and font types. Brand identities should be curated for growth and scalability as time goes by. It should be built on the principles and values that already existed for the product.
Understanding the intersection between specific music establishments in the industry.
Here are a few main takeaways
- To honor the originality thought process, I discovered that the music ecosystem all play individual roles that of course equate to the overall music industry as a whole. With this, it gave me initial insight into how I would begin summarizing my approach to the identity by keeping just three words in mind; knowledge, passion, and happiness.
- From a concrete design perspective, it is clear that all establishments breathe music, but brand themselves differently via who they serve. Now who they serve is a loaded question and my personal opinion is that each entity provides a unique service to people and users, but all in all they serve the whole industry. From this, I gathered that the route I pursued would need to integrate a piece of all establishments within the identity. Mainly this was for driving the relevancy factor and ensuring viability before creation started.
- All establishments hold values they to market themselves with through design. After looking at all intersections together, it's a feeling of being a part of something greater than yourself and inspiring to be heard, collaborative and forward-thinking.
Below was the finalized product for the brand identity for Lessons in Live.
Colour Palette and Patterns
Finalized Wordmark and Icons
Fonts
Nexa Bold
Nexa Light
Facebook Assets
Business Page Covers
Profile Pictures (Universal across platforms)
Event Business Covers
Instagram Assets
Highlight Icons
Feed Templates
Story Templates
YouTube Assets
Channel Banners (to scale)
Thumbnail Covers
Channel Source Live Looks
Facebook, YouTube, Instagram
UI/UX Design
Problem Statement
Many music establishments in the industry cater to one specific duty. Thus, their specific duty usually is architected carefully for that unique purpose on their website or digital products. Lessons in Live not only is a modern music school, but it is a curator of creative content and what would eventually become a one-stop-shop for DJ's and producers for valuables; like sample packs, preset packs and more. How can we implement a new brand identity into a seamless user experience with a user interface that builds upon the values and extended services of Lessons in Live.
Objective
Build a functioning website prototype for Lessons In Live in order to drive our high-level objective forward (knowledge, passion, happiness) in an intuitive experiential way.
Breakdown of the Problem
Users of all types have limited attention spans and like to be guided on where they need to go to find something before they even know what they're looking for.
- Reverse engineering a user's true needs when they need it is extremely important. Ranking from a business perspective the top features or services you would like to see a user experience first will meaningfully impact objectives and key results for the online side of a business or digital product. Otherwise, users will look for features unintentionally, we need to be intentional.
Building inner product identities to give life to certain pages and experiences to retain users and customers.
- To help retain users and customers it is crucial to build consistent product fleet identities matching the existing brand that gives life and purpose to a page. A page or product fleet in this case being an events section for example. How can we do this while bringing our identity into it seamlessly as well.
Familiarity is a psychological component for allowing users to easily navigate information. If the user experience is different from most common website architectures it will diminish the positive effect it can have on a user.
- Classically known as the "Jakob's Law", the premise is that users expect your website will work like the other websites they use regularly.
Below was the finalized product for the website prototype for Lessons in Live.
Website
Problem Statement
With an identity and a functioning website prototype the next step would be developing the website. Though I would consider myself of having basic front-end web development knowledge; I did code half of the website on Wordpress, but then handed it off to a developer to get the project done on time. How can we best achieve a developed version of the prototype on Wordpress not losing any attributes approved upon in meeting with the client. Plus, upfront ensuring down the road it can be e-commerce friendly.
Advertising
Problem Statement
Now that Lessons in Live is ready for market, the new task was to drive brand awareness, consideration and conversions. How can we advertise Lessons in Live's services, features & benefits, and values and penetrate the market with a rifle approach to best deliver results on our campaign objectives.
Tactical Objectives
- Increase online direct-to-consumer (DTC) conversions by 15% per month come May, 2021
- Increase brand awareness by 25% per month come May, 2021
- Increase community followers across all social media platforms by 10% per month come May, 2021
- Increase traffic to the website by 15% per month come May, 2021
Breakdown of the Problem
The strategy would need to entail a keen focus on building the YouTube audience and social channels to engage the following, but to also convert a percentage of viewers into students.
- The first place a person looking to learn how to create music using Ableton or other software would first likely go to YouTube for free content. Lessons in Live and other competitors offer free content in hopes to teach those who are interested in music creation. Targeting the market that consumes relevant competitor content on YouTube would play a major role in this campaign.
Building long-term engagement through high-quality free content and advertising via YouTube (Google Video Ads and Display Ads).
- In order to positively impact engagement and boost overall brand awareness we needed to serve consistent ads to our target audience and the types of pull strategies would include informative/educational soft-sell and hard-sell. In terms of percentages, a hedge on informative/educational was the goal here.
Distributing the advertising spend budget precisely where our end goals and objectives would be met is imperative for R.O.A.S (Return on Ad Spend).
- Among speaking with the client we came to agreement that utilizing his current network and following we could begin targeting industry websites using remarketing, other competitor channels on YouTube and artists that he had worked with and that their audience might know Lessons in Live through.
Context: Lessons in Live only began advertising in 2021. By now, the audience has grown tremendously organically.
Campaigns
Google Video Ads
Example Advertisement #1
Dive in Live Compilation Video (unlisted campaign)
Share the Dive in Live experience with those already in the music creation community already.
- Increase exposure to how the Dive in Live series and episodes feels like for a viewer.
- Promotes how Lessons in Live is offering quality content and entertaining video content on Ableton and music production as a whole.
Example Advertisement #2
Consistent sharing of already uploaded tutorial videos.
Promote free content to current audience and market on Ableton tutorials.
- Indicates how Lessons in Live posts tutorials regularly to learn from.
- Increase leads and subscribers with connecting target market into Lessons in Live platforms.
Sample graphics that were used in Google Display Ads and Facebook and Instagram Ads
Key results from the campaign
January, 2021 - April, 2021
284%
403%
100%
85%
Conversions
Brand Awareness
Community Followers
Website Traffic
Other fun projects and creative over the course of the years with Lessons in Live
Look for the sample and preset packs I also designed for Lessons in Live below.
