.svg)
// services
Website Design
Website Development
Creative Strategy
// Live website
As Creative Director at Team Computer, the Downtown Artist & Label Services homepage redesign repositioned the platform as an artist-first distribution and services company that empowers creators to retain ownership and control. The homepage design centered on a creator-centric message—"Reach your fans Wherever they are"—supported by comprehensive analytics visualization, strategic marketing services, and personalized support. Through clean typography, data-forward design elements, and messaging that emphasized accessibility over corporate distance, the work transformed Downtown's digital first impression from traditional distributor to trusted partner for independent artists navigating the modern music landscape.
Artist-First Messaging Through Strategic Content Hierarchy
The homepage immediately distinguishes Downtown Artist & Label Services from impersonal distribution competitors through messaging that acknowledges independent artists' desire for control and support. The design elevated key differentiators—ownership retention, dedicated team access, and customized strategies—through careful content hierarchy and visual emphasis. Rather than leading with corporate credentials, the homepage opens with artist benefits, establishing Downtown's positioning as "music fans first" who understand the independent artist experience. The layout strategically balances aspirational messaging ("Reach your fans Wherever they are") with practical service descriptions, creating a narrative arc that moves from vision to execution. Each section was designed to address specific artist pain points: feeling lost in automated systems, lacking clarity on campaign performance, and needing strategic guidance. This content-first approach ensured the homepage resonated emotionally while communicating functional value, transforming what could have been a feature list into a compelling value proposition for creators seeking partnership over transaction.
Data Visualization as Design Language
Recognizing that analytics and transparency are core to Downtown's value proposition, the homepage design made data visualization a central visual element rather than an afterthought. The interface showcases comprehensive daily metrics, playlist impact tracking, and campaign performance tools through clean, accessible design that demystifies complex data. Visual treatment of analytics features emphasizes clarity and actionability—showing artists not just that data exists, but how it informs better marketing decisions and campaign optimization. This design choice positions Downtown's technology infrastructure as a competitive advantage, demonstrating that the platform offers enterprise-level tools with artist-friendly interfaces. The modular layout allows for future feature additions and platform updates while maintaining visual consistency. By making data visualization prominent in the homepage design, the work communicated Downtown's dual identity: technologically sophisticated yet deeply human, data-driven yet creatively supportive.
Building Trust Through Visual and Verbal Authenticity
The homepage design establishes trust by rejecting industry conventions of corporate distance and instead embracing approachable, honest communication. Typography choices, white space, and layout rhythm create a reading experience that feels conversational rather than transactional—reinforcing messages like "We're here for you and that's what's important" and "We want to help you preserve that control." The visual system balances professionalism with warmth, using contemporary design principles that signal credibility without alienating independent artists who might feel intimidated by overly polished corporate aesthetics. Strategic placement of service descriptions—from Facebook and Instagram asset management to comprehensive marketing suite offerings—demonstrates capability without overwhelming. The design allows Downtown's personality to emerge through both what's said and how it's presented, creating a homepage that functions as both information architecture and brand manifesto. This approach transformed the digital entry point into a statement of values, positioning Downtown Artist & Label Services as the distributor that understands independence isn't just about business model—it's about maintaining creative vision while accessing the tools traditionally reserved for major label artists.
Credits
