ART & CREATIVE DIRECTION • BRAND DESIGN & STRATEGYTuneCore Brand
TuneCore, part of Believe, is the global platform for independent musicians to build audiences and careers - with technology and services across distribution, publishing administration and a range of promotional services.
I led the visual and strategic transformation of the TuneCore brand across all channels — ensuring it reflected the bold, DIY, independent spirit of the platform’s artists.
I partnered closely with cross-functional teams in marketing, comms and product to implement the updated visual identity into 13+ international markets, playing a key role in increasing brand recognition amongst independent artists and industry figures.
Artist-first visuals
As a company made for artists, our content and creatives put artists at the forefront — with a focus on dynamic lifestyle and live-action imagery that showcases their unique personality, voice, and vibe.
Independence & DIY
Developed a scalable visual identity rooted in the DIY spirit of independent artists. The identity blends torn paper textures, tape, stickers, and hand-drawn elements with modern typography to create expressive, human, and culturally relevant designs — adaptable across digital and physical brand touchpoints.
Introduced a flexible color palette that allows visuals to adapt seamlessly to diverse artist imagery.
Led the rollout of the updated brand across the organization by partnering cross-functionally with marketing, comms, product, international, and artist relations teams. Ensured cohesive and consistent brand visuals across all channels — including social, experiential, email, partnerships, merchandise, and executive presentations.
Billboard Magazine Ads
Designed various TuneCore full-page print ad placements in Billboard Magazine over the years, celebrating the accomplishments of TuneCore artists.
Creative & art direction on artist content shoots
Featured: Princess Superstar, Janani K. JhaI work closely with our photo + video team to develop the concept, tone, vision and shot list; and assist with visual details like composition, styling, and framing.
Brooklyn HQ office redesign
Responsible for the creative direction + interior planning of the TuneCore Brooklyn HQ in Dumbo, BK, incorporating elements of the updated brand identity across various spaces.
We created a dark and edgier vibe using darker bases, and accents of brand taglines, colors and elements through custom signage and furniture choices. We worked with Brooklyn-based artist Adam Fu, to develop custom murals that brought new life to the walls and offices, which have since served as popular photo backdrops for artists who pass through.
We transformed one of the larger, unused rooms into a multi-use event space – adding a modular stage, lighting + A/V capabilities, and a floor-to-ceiling LED screen to provide a flexible backdrop for live streams, company meetings, performances, partner events, content shoots, panels, and more.
