CREATIVE DIRECTION / PRODUCT DESIGN
With access to millions of singers worldwide, StarMaker is building a new talent platform. The app serves as a discovery tool and the combined power of music industry network, digital tools and cleared music rights and digital tools allows StarMaker to identify and elevate the next generation of aspiring music stars.
My role was to work closely with the executive team on a strategy to shift the perception of the brand from the leading karaoke app towards becoming a mobile platform for talent discovery. Additionally, StarMaker was seeking round B of funding and needed to envision the next stage of growth for the potential investors.
It was imperative that we redefine and reimagine the brand. We needed to create new visual language to tell the believable story. To achieve that, I’ve art directed photo and video shoots to create a new library of custom photo assets. I’ve defined the new bold and exiting visual style codified in a Style Guide.
The new brand has to be memorable and unique yet retain a level of flexibility allowing for integration and partnerships with pop stars and large entertainment brands such as The Voice, American Idol and more.
The contemporary tech & entertainment aspects of the brand are embodied through the visual language comprised of bold, neon colors evocative of stage lights. I've partnered with John Lee, SF-based photographer to capture models in variety of styles representative of contemporary pop icons. Low-poly pattern is often use to suggest a dynamic and timeless space behind the models. We often use photography of our users to reflect the "attainable fame" aspect of the brand. The copy tone is friendly, direct and at times playful - professional but geared towards the millenial audience.
I'm currently leading creative work on UX & UI design of the main product (the app) as well as the website. Through a close collaboration with VPs of Product and Engineering we're focusing on elevation of the video content created by our most talented stars and offering features and tools that allow for easy creation of high quality music videos via the mobile app, available on iOS and Android platforms.
Additionally, I'm helping with creation of original video programming by collaborating with directors and DPs through residency at YouTube Space LA to assure the most effective integration of the new StarMaker brand.