Melodics

Creative Direction
Branding
UX/UI Design
Web Design
Video Production
Graphic Design
Illustration
Animation
Strategy

Melodics is a global music education app based in New Zealand. Started in 2014, it has slowly grown from a finger drumming app to a leading interactive tool that provides a curriculum for keys, controllers, finger drumming and drums.

I led the marketing creative team - managing 4 people across social content, video and copywriting, while also balancing time between strategy, art direction and time on the design tools, focusing on improving Melodics’ brand and website.

As the business was scaling, it was time to define and refine the brand identity - balancing the existing elements: cute edutech cartoons, album art and gamified components, with a more aspirational tone that captured real-world musicians to inspire and attract a beginner B2C market that are soaking in a world of exciting music content.

I worked with the CEO to articulate the brand’s values into a tagline and copy guidelines. We then researched customer insights to define core customer messages, rolling this out into separate customer flows that required individual creative treatments and web pages.

As a musician, this was a hugely rewarding role where I got to use multiple skills across challenging projects: from full marketing campaign strategy to working with high-profile US musicians, to learning how to code interactive AR games - all while keeping the studio humming with fresh processes and systems that increased the team’s output and speed.

You can view in-depth case studies for projects I led here: Melodics Drums, Melodics Web Design.