Client : BEATBOX
Role : Creative Direction

Goal : The project goal is to get young, hip, trendsetting music lovers to explore and share new music to make BEATBOX a lifestyle.

Challenges : The biggest challenge is understanding the target audience, Gen Z, and being able to attract and retain their attention. Gen Z’s are an individualistic group and are used to having things personalized just for them. Because they are born into the world where the internet and social media platforms already exist, they consume their information at a much faster rate causing their attention spans to be a lot shorter compared to previous generations. So it is important to get to the point quickly and create snackable, easy to digest content.

Design Solution : Understanding that Gen Z would much rather prefer communication through images instead of text where less is more, I opted for a clean, minimalistic layout. A lot of research and development was involved to get the right look and feel. From creating a simple, bold logo mark to laying out the colors of each section, every little detail resulted in a final piece that would be acceptable for this group.