BeatRoute

Established in 2004 as a street print publication, BeatRoute has since gone digital, highlighting talent from all corners of the entertainment industry. BeatRoute offers bespoke editorial content, innovative social campaigns, and custom video content. I joined the BeatRoute in 2021 to work on the brand’s presence to affirm its identity and increase exposure with keen focus on expressing our identity authentically, aligning with our value pillars of positive shareable experiences, community connectivity, and being inspirational entertainment for both artists and audience. After many months of discovery, I’ve outlined BeatRoute’s brand identity attributes as bold, articulate, dynamic, and having a “finger-on-the-pulse”. This informed our visual DNA as being vibrant, crisp, experimental, and hyper-digital, which is apparent through all of our visual communication across our website, social media, and traditional marketing. In addition to my contributions as Creative Director, I contribute editorial work for our loyal readers and 30k monthly UVs, conducting interviews with artists and developing them into thoughtful and insightful profiles and cover stories.

Doechii Limited Edition Print Cover Story