Project Duration
June 2023–December 2023
Project Package
Brand & Website Essentials
The Team
Creative Direction & Design Lead: Christopher Santoro
Impact & Outcomes
Increased site traffic by 187% during Q1 2024
Increased revenue and membership sign-ups within the first year
Supported continued partnerships with the City of Lynn and the Barr Foundation
Building a brand around the artist's Story
THE INFLECTION POINT
After several years of building programs and community momentum, Lynn Music Foundation was preparing for a more ambitious stage of growth. New initiatives, venue opportunities, and an expanding membership base required a stronger brand and a website that could actively connect artists with resources and spaces.
Where We Came In
We built a strategy around one central idea: the artist should be the hero of their own story. That positioning inspired a bold identity system capable of reflecting different musical genres while remaining unmistakably Lynn Music Foundation. We transformed the website into an interactive member platform where artists could join, book venues, and reserve studio space.
Lynn Music Foundation stands out by helping artists who already have a clear sound and process. Instead of teaching basics, it gives them the resources they lack: high-quality equipment, studio space, and connections to local venues and events. This support helps Massachusetts artists who can’t afford gear, studio time, or performance opportunities.
We came up with the idea of a "fluid" logo that could change to match different music genres, inspired by brands like MTV and Complex Magazine. We created different versions of the logo that could be used in patterns, on clothing, and on branded materials.
The site was originally created quickly to apply for grants, but it needed a revamp for future growth. The main challenge was to allow each member to create their own account and book venues or studio space.
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