Fundamental Music is a Los Angeles-based music licensing company that serves all the major studios and channels in Hollywood. Some of their prime clients include Universal, Warner Brothers, Netflix, Amazon, YouTube, and Disney.

Fundamental Music wanted new branding and a website with an edgy, creative vibe. They also needed help launching a monthly email marketing campaign to bring in new business. Lastly, Fundamental Music was looking to launch an annual holiday card to highlight their positive work culture. Their CEO is a 90’s kid and toured as a guitarist for the grunge band, The Nymphs. So inspo included anything 90’s—from the Seattle grunge scene to Old School hip hop—sans Lunchables.

I designed a simple logo to go with Fundamental Music's new website. I went down the rabbit hole of grunge fonts and came across Backspacer. Designed in 1993, Backspacer was inspired by an old decrepit typewriter found in an abandoned Brooklyn lot. The designers photographed and scanned the keys, then traced them to create the font.

To introduce Fundamental Music's talent on their website in a visually compelling way, I created an animated GIF that can be easily updated on the Home page. Their client list is impressive—Netflix, Amazon, Disney—so I featured a selection of client logos in white with a cool glide-in effect against a screened B&W image of young musicians at work.

Fundamental Music's website has an Average Session Duration of 4m 21s along with a 33% higher rate of Average Pages Per Session (2 pp.).

For Fundamental Music's eBlasts, they wanted me to design fun graphics to keep jaded Music Supervisors entertained. I conceptualized and animated this holiday eBlast.

One holiday season, I decided to do a Spinal Tap homage for their holiday eBlast. I photographed the team and designed the eBlast. It went over so well, we did a small run of posters for select clients.