UO’s The Music Shop
Digital Marketing
Objective
Create a long-lasting landing page that will serve as the hub for all of Urban Outfitters’s music-related products. Effectively blending the UO lifestyle and voice with the transitional seasonal art direction, product, social channels, and music-related customer connection points.
Concept
Unlike most landing pages, The Music Shop was slated to have a longer life cycle, launching in March 2021 and lasting throughout the summer. Due to the launch taking place in a transitional season, the landing page needed to effectively blend UO’s Spring art direction and Summer art direction.
Spring 2021 Art Direction
Key Words: Touch of hand, stencil, sewn, layered, dissection, print process, note-taking, and hypernatural
Summer 2021 Art Direction
Initial Branding Ideas
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Utilize muted colors from the Spring art direction and pair with the hot, bright, and colorful gradations from the Summer art direction.
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Callback to 60’s/70’s vintage music posters with color and large type moments, but modernizing the look and feel to better fit a digital space.
- Implied movement via line, icons, and color shifts.
Solution
Live Site Module
Landing Page
Mobile Site Experience
Design + Art Direction: Daniel McClellan Creative Direction: John Murphy, Sue Otto, Victoria May, Dani Birnbohm Photography: Stef Modares and UO Photo Women’s Team, Stephanie Iselin and UO Men’s Photo Team Photo Retouching: Jason Laudeman, Nicolette Howell Copy: David DeVesa, Rachel Haas Additional Designed Assets: Cheyenne Jacobs