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Launch Point – Building a Sonic & Visual Identity for a Cinematic Alt-Rock Band

A full-spectrum creative project: UX, branding, merchandise, and fan engagement strategy for a Colorado-based alt-rock band.

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Overview

Launch Point is a cinematic alt-rock band inspired by the emotional scale of arena rock and the texture of indie and electronic music.

 

My goal was to create a cohesive brand system and immersive fan experience that reflected the band’s tone and values—both online and in the real world.

 

This included:

  • UX for the band’s website & merch store

  • Visual identity and branding system

  • Album art, social graphics, and live visuals

  • Merchandise design across apparel & physical media

Timeline

Ongoing since 2023

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Role

UX Designer, Creative Director

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Tools

Figma, Photoshop, Illustrator, Shopify, Pro Tools

The Challenge

Many indie bands struggle with scattered branding—different looks for each release, generic merch, or unclear messaging.

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Our challenge: Build a flexible yet consistent brand that felt cinematic, aspirational, and deeply personal—while also being functional across merch, digital platforms, and live shows.

My Role

As the lead designer and UX strategist, I was responsible for defining the visual tone, fan experience, and digital infrastructure of the brand.

 

Responsibilities:

  • Designed full branding system: logo, typography, colors

  • Developed UX flows for merch purchasing, mailing list, and content delivery

  • Created merch line including tees, hoodies, vinyl, stickers, etc.

  • Produced digital visuals: album art, social content, motion teasers

  • Collaborated with band and creative team on tone + storytelling

Process Breakdown

1. Discovery & Brand Strategy

I ran a brand sprint with the band to explore tone, audience, and inspiration. We landed on “hopeful, massive, and cinematic” as our emotional pillars.

 

Key influences:
Angels & Airwaves, Circa Survive, Thrice, space and futuristic themes, and graphic novels

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2. Identity Design

Created a primary logo and multiple secondary marks for versatility across print, digital, and apparel. Selected a minimalist type system that allowed lyrics and visuals to shine.

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3. Website & Fan Experience (UX)

Designed a mobile-first site with:

  • Tour dates

  • Music videos & behind-the-scenes

  • Fan email signup

  • Merch shop with smooth checkout

 

Focused on navigation clarity and immersive media—every scroll feels like you're entering their world.

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​4. Merchandise Design

Designed a full merch line that matched the band’s tone:

  • Lyric-inspired graphic tees

  • Album cover prints

  • Softgoods with premium fabric and 2-color ink

  • Limited-edition vinyl sleeve design with insert poster

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Outcome

  • Over 1,200 merch units sold in first 6 months

  • Site conversion rate: 4.8% (above industry avg.)

  • Instagram engagement up 320% after brand relaunch

  • Mailing list grew by 800+ fans within the first quarter

 

Impact

Fans frequently comment on how the branding “feels like the music sounds”—which is the ultimate validation.

What I Learned

I learned how to build an emotionally consistent experience across every user touchpoint—from unboxing a hoodie to watching a music video.

 

Designing for a band challenged me to think holistically and ensure everything from merch to mobile felt unified and unforgettable.

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