Marketing music campaign for Rain Retail Software

Graphic design and front-end development
My Role
UI/UX design, Front-end development, and Graphic design
Platform(s)
Web and print
Timeline
November 2019 - July 2020
TLDR
Responsibilities
Designer across all campaign touchpoints. Created the visual system. Designed and developed the microsite and email campaign. Art directed print and trade show materials.
Results
A visually unified campaign across six-plus channels, running from November 2019 through July 2020, grounded in real conversations with music shop owners.
Highlights
I set the visual direction early and built it to scale. The same style that lived on a Facebook ad held up on a NAMM billboard without modification.

The Problem

Music shop owners are running two businesses at once. Their storefront and their online store operate in silos, meaning every product update, sale, or rental has to be managed twice. That's time, money, and mental energy spent on overhead instead of selling instruments.

Rain Retail needed a campaign that could walk into NAMM and make that problem feel solved before a vendor ever signed up.

Process &  Key decisions

I was brought on as the designer for this campaign. My job was to craft a visual language that could live everywhere, from a magazine page to a trade show backdrop to someone's inbox, and still feel like one thing. Everything started with that style foundation.
Laptop displaying Rain Music POS micro-site

Microsite

Built from scratch to do one job: convert. The layout and visual direction came from me, structured around the pain points we heard during on-site visits with real shop owners.

The live version has now been removed, however, you can click below toview the most recent mockup of the page.
View Microsite
Eight mobile phone screens showing various pages of the Rain Music POS micro-site.

Email Campaign

A three-part MailChimp series, each focused on a single value prop. Integrations. Online Rent-to-Own. Switching is Easy. I designed and developed all three. Spacing them out gave each message room to land instead of competing with itself.

Man smiling and clapping hands in a music store with Rain Music POS advertisement for an all-in-one retail management solution and a call to request a demo.Rain Music POS banner highlighting top features for music retailers with a desktop and mobile screen displaying inventory and a music store website, and a blue Request Demo button.Rain Music POS logo above five smiling team members and text promoting change with Rain's dedicated account manager, customer support, and data migration with a request demo button.
Close-up of a red electric guitar with text about integrating a music retail POS system with services like Reverb and My Music Staff.Music store owner in front of hanging guitars and text promoting Rain Music POS with features like dedicated account manager, unlimited support, and data migration.Advertisement for rain music pos showing a man smiling and clapping in a music store and a computer screen displaying a guitar shop website.Advertisement for Rain Music POS showing a person's hand holding a tablet on a sofa next to a table with a violin and a glass cup, with text about their integrated cloud-based tools for Point of Sale, E-Commerce, and marketing solutions.

Magazine Ads

A three-month run in MMR and Music and Sound Retailer, intentionally timed to overlap with the email campaign. I designed the ads to mirror the email series visually so that both channels reinforced each other.

Design System & Components

Before any deliverable went into production, I established the visual system the whole campaign would run on. Typography, color, layout rules, tone in imagery. Getting that right early meant every new asset, whether it was a postcard or a billboard, could be produced faster and still feel cohesive.

The style I set at the start held through every channel without needing to be renegotiated.

Final Experience

From the inbox to the trade show floor, every piece of this campaign looked and felt connected. A vendor could see a magazine ad in January, receive an email in February, and stop by the NAMM booth weeks later and recognize it immediately. That recognition was the design working.
Rain Music POS MMR magazine ad

Impact & Findings

Increased qualified leads
The microsite drove a 34% increase in pre-show inquiries compared to the previous year, giving the sales team warmer conversations on the floor.
Email engagement
The three-part series averaged a 27% open rate across all sends, well above the industry average for B2B software at the time.
Brand recognition
Vendors who had seen both the magazine ads and email campaign were significantly more likely to book a demo, pointing to the value of a consistent, multi-channel visual presence.

Let’s work together

I’m currently open to mid–senior UX/UI, product design, and UX engineering roles where I can own end‑to‑end experiences and work closely with engineering teams.

Email Me

Rodney Sean © 2026