Universal Audio
My Role
Creative Director
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Creative direction / Business design
Universal Audio (UA) develops industry-leading software and hardware products for music recording, sound design and live performances. UA products are used in sound labs and venues, as well as studios like Disney and Skywalker Sound, where world class producers, musicians and engineers including Pharrell, Stevie Wonder and JJ Abrams produced the memorable experiences we all love.
As creative director, I led the development of UA’s digital experience that incorporated the commerce needs to promote and sell UA hardware and software products globally. I helped elevate the UA brand as we entered endorsement deals with A-list artists into our campaigns.
My contributions helped increased sales of digital products by 35% the first month of going live. UA continues to expand their product offering by developing tools to allow sound and music enthusiasts and professionals produce studio quality sounds right from their homes.
Expanding UA’s Footprint
The digital transformation allowed UA to expand their reach globally. The new platform included a streamlined frontend and backend workflow allowing for a more efficient and intuitive process to launch campaigns and promotions for both the business, creative and technical teams.
Creative Flexibility
Integrating a design system into UA’s ecosystem was pivotal. It allowed for an agile process to efficiently develop campaigns and product offerings, as well as creative leniency to build robust experiences catering to UA’s diverse audiences. The component based system also provided the platform for UA to explore and implement new business models that included artist endorsements in a global scale.
Relevant Interactions
The addition of a responsive experience across varying devices was a key enabler for UA’s business strategic success. Guided by research focused on user behaviors and needs, multi-device accessibility provided the affordance of fluidity and efficiency between artist’s processes and access to UA’s products and tools.
Community & Culture
The art of creating music and sounds is engrained in human evolution, in par with visual storytelling and the creation of physical crafts. With this, cultures have been defined through historical creativity all across the world. Today, communities and cultures are built through sharing and partaking in creative offerings. UA built a platform for enthusiasts and professionals to share their genre and talent to help foster community building and storytelling.