Worldwide. Always On.
- Brand
- Platforms
- Design Systems
- Campaigns
- Social
The flagship station for Apple Music – Beats 1 Radio drives the heart and soul of music exploration. 24/7 and always on, Beats 1 is a constant flow of artist-driven and curated content. As a small and nimble team, we designed web and native platforms to house this treasure trove of stored content – and also worked with the artists to develop brands for each show, create unique art and marketing content for dozens of shows and thousands of recorded episodes.
Platforms
Web & App
Within Apple Music, we were key stakeholders and designers in driving the needs and expectations for Beats 1 Radio including live streaming and on demand functionality. This included anchor & show pages, schedules, and the browsing experience of thousands of episodes.
We also imagined, pitched and created a web presence for Beats 1 Radio as an arm of the larger Apple ecosystem. Using Apple APIs we tied into the live schedule, and married this stream of content with incredible featured content to create a dynamic web experience.
Design Systems
Creating Unique Art For Each Show & Episode.
Beats 1 Radio truly was worldwide, and always on. We were faced with the challenge to brand each show, and create custom episode art for nearly every episode. The anchors – Zane, Ebro, and Julie – each hosted a daily show, which in itself created a demand for nearly a thousand pieces of episode art, which could only be manged through scalable and templated systems that were recognizable for each show.
Artist Driven Radio
Over 50 Shows.
1000's of Episodes.
Artist-driven radio is the beating heart of music exploration in Beats 1 Radio. We worked with artists to brand each show, and create custom art and social promotions for nearly every episode. This massive undertaking was supported through an external agency which allowed us to turn around art and animations over night. Key artists we worked with included Run the Jewels (show below), Elton John, Q-Tip, Dr Dre, St. Vincent, and many more.
360 Marketing
Creative Solutions For Each Of Our Shows.
As the only internal team dedicated to all of Beats 1 Radio, I led a team of creatives to not only support the marketing efforts of the station and it's social channels as a whole – we also drove the marketing design efforts for our top-billed artist shows. Our work supported artists-owned social channels, created new digital channels for shows, and executed OOH in strategic local markets.
60 Million Songs In Your Pocket
- Website
- Campaigns
- Digital
My team was part of the acquisition of Beats by Dre to Apple. A large part of the acquisition was to bring in the team responsible for building Beats Music to help transform iTunes into the streaming platform Apple Music is today. It takes a teams of monumental proportions to create a project like this, and I were honored to be part of the process from the ground up.
Apple Playlists
Apple's Original Content.
Before B1, Apple escalated it's competition with Spotify by focusing on original content in the form of playlists and radio stations. We art-directed dozens of playlists by genre, activity, and lifestyle – and augmented marketing efforts by promoting the content via digital, social, print, and out of home campaigns.
A Music Service With Heart
- Web
- UI / UX
- Campaigns
Beats Music was at the forefront of personalized music exploration in streaming. Through analyzing your music tastes and genre preferences, Beats Music would use data to create recommendations and playlists that were just for you. As Creative Director of Marketing, my team ws resonsible for the website design, content & development, partnerships, campaigns on paid, owned, and earned channels, and much of the visual language that represented the brand as a whole.
Email Marketing
Dynamic music marketing.
We tied into Beats users' profiles to send curated music recommendations – along with the ability to like, hate or save – directly in their inbox.
Web
Site & Artist Dashboard
beatsmusic.com was quite simply, a marketing tool that promoted an app – but we created it with a style and dynamic content that precluded the experience of the beautiful interface of the streaming service for our users. The artist dashboard was a love project of Trent Reznor (NIN) that began before my time at Beats Music, but quickly became a passion project as it provided artists with tools they never had access to on how to grow their business.
Delivering a Personalized Cannabis Experience.
- Brand Identity
- Web
- App
- Marketing
- Digital
tökr was created to be the world's most trusted cannabis recommendation and commerce platform. In the California market, we truly were pioneers envisioning an industry that is post-prohibition. Working only with licensed, legal, and premium brands and products, we created a top notch e-commerce platform that curated cannabis based on need – better sleep, relaxation, focus, and pain relief – to professionals, parents, and connoiseurs of high quality experiences.
Local Delivery
Solving Limitaions of the Industry.
Same-day delivery is transforming eCommerce. Convenience is key for the new generation of customers, but requires scaleable technology to solve the industry problems of local regulations, logistics, POS systems, unified menus, single sign-on and much more.
Hotel Partnerships
Marketing to Our Target Demographic.
By creating exclusive partnerships with premium hotel groups, tökr is marketing in hotel rooms and in collaboration with top lifestyle hotels, allowing cannabis delivery directly to guests' doors. These custom solutions allow us to reach our target demo where they already are spending money, and take advantage of cannabis tourism.
CBD Marketplace
Shipping Nationwide, Without Limitations.
Where cannabis is restricted to specific states, cities and regions – CBD is a powerful tool for us to engage our community nationwide, and open the door for brand recognition in states which are on the verge of going legal with cannabis.
Personalized Recommendations
Learning, And Retargeting Customers.
We personalize each customer’s cannabis experience using a blend of product curation and algorithmic learning from shopping as well as browsing history.
Email Marketing
Advertising In a Restricted Space.
In cannabis, email is king. With the limited ability to advertise with Google, Facebook, Instagram, and typical OOH and display networks... growing and optimizing email experience is a huge part of how to reach consumers. These would also be shared with our partners to activate on their networks.
