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
TL;DR
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.
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 to view the most recent mockup of the page.
View Microsite
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.
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
Building scalability from day one was critical. I established a system in Figma paired with coded React components to ensure consistency between the editor, shopping, and management flows.
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.
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.