Case Study: Orixa - Where Your Playlist Comes to Life

1. Project Overview & Introduction

• Project Name: Orixa

• What is Orixa? Orixa is a dynamic music platform with the tagline "Where Your Playlist Comes to Life," focused on connecting users with DJ-powered music and live events.

• Project Goal: To enhance user discovery of local DJ events, build a strong brand presence in the music scene, and create a central hub for event-goers.

• My Role: Arts Director (2025-Present)

2. The Challenge / Problem

The music and event discovery landscape was fragmented, lacking a dedicated platform that truly captured and celebrated DJ culture with a cohesive and vibrant brand identity. There was a clear need for a unified space where users could easily find and experience specific musical vibes, moving beyond generic event listings.

3. My Role & Responsibilities

My contributions to the Orixa project included:

• Brand Identity Development: Leading the creation and refinement of Orixa's visual brand from concept to execution.

  

  
  

  
  

• Creative Asset Production: Designing promotional materials for events, social media campaigns, and general brand communication

  

  
  

  
  

• UI/UX Design: Contributing to the user interface and experience, particularly for intuitive event listings and discovery

  

• Brand Guidelines: Establishing comprehensive standards for logo usage, color palettes, and overall visual communication to ensure consistency.

  

  
  

• Marketing Strategy: Participating in defining how Orixa effectively communicates its brand message and promotes its events.

6. Outcomes & Impact

My work established a strong, recognizable, and consistent brand identity for Orixa across all platforms, effectively translating its vision into a tangible visual and interactive experience. The thoughtfully designed UI/UX elements enhanced user experience, making event discovery more intuitive and engaging. The cohesive visual assets and marketing concepts significantly contributed to promoting Orixa's events and platform, solidifying its presence in the competitive music scene.

7. Lessons Learned & Future Considerations

• Key Learnings: The project underscored the critical importance of maintaining design consistency across diverse digital platforms and the iterative nature of refining AI-generated content. It also highlighted the foundational role of clear, enforceable brand guidelines in a fast-paced environment.

• Future Steps for Orixa: The platform is moving towards the launch of its mobile application , further expanding its reach and accessibility for event-goers.

• Personal Growth: This project significantly advanced my skills in comprehensive brand strategy, responsive UI/UX design, and the innovative integration of AI tools throughout the design workflow.