“Shaping an immersive brand universe”
The problem: DRAMA’s brand lacked consistency, guidelines, design quality and scalability, limiting fan reach and growth. Inconsistent naming and descriptions across platforms, along with unclear positioning of 01800-DRAMA, also reduced discoverability and fan engagement.
The solution: I designed a unified and scalable brand and digital experience to ensure clarity, cohesion, and findability, including:
✅ Visionary brand kit.
✅ Mobile-first UI Designs and prototypes for the website.
✅ Conceptualisation, strategy, and direction of 01800-DRAMA (crisis helpline).
My role: UX Designer, Brand Strategist, and Creative Director.
Key Tools:
● Figma, Figjam.
● Stable diffusion (AI), lummi (AI).
● Font joy (AI), monotype.
● Colormind (AI), huemint (AI).
● Chatgpt (AI).
● Loveable (AI), Uizard (AI).
● Google meet
Key methods:
● Competitive and comparative analysis.
● UI Design.
● Sketching, wireframing and prototyping.
● Moodboarding and copywriting.
● User Testing.
Who is DRAMA?
DRAMA is an emerging multidisciplinary artist whose work spans music, visual art, and social projects. Her music blends underground hip hop roots with a dark, experimental trap style. Raised between Mexico City and Houston, USA, she stays true to her Mexican heritage and primarily sings in Spanish. Her bold, authentic aesthetic is rapidly gaining attention and building a dedicated fanbase.
Who are DRAMA's fans?
After analysing Instagram insights and fan trends with DRAMA, her core audience is:
● Aged: 25-34.
● Gender: Predominantly male, with a strong female following.
● Culture: Mainly Mexicans and Latinos from the Americas.
● Interests: Fans of trap music, horror films, and gossip.
● Motivations: Seeking escapism and emotional connection.
Brand gaps limiting growth
Through a full analysis of DRAMA’s brand touchpoints, I identified key issues limiting clarity, cohesion, and growth:
● Discoverability issues: Multiple spotify artists named “DRAMA” and her Instagram handle “@DRAAAAMA” created confusion.
● Confusing concept: Crisis helpline, 01800-DRAMA, was referenced but not clearly positioned within the brand.
● Lack of brand and design guidelines: Inconsistent and poor use of colour, typography, hierarchy and imagery in existing brand materials resulted in poor design, weak branding and poor accessibility.
DRAMA's mood
By directly discussing wth DRAMA her vision, objectives, and envisioned fan experience, I distilled the brand’s core mood: futurism, horror, industrial, and theatrical, which I visualised in a mood board. These themes guided the brand’s look, feel, and emotional tone.
Turning chaos into a strategic brand
With her first music videos ready to launch, I defined the DNA of DRAMA’s brand with a structured, scalable brand kit, laying the foundations to ensure consistent visuals, messaging and identity. The kit includes powerful storytelling designed to deeply emotionally connect, engage and immerse the audience into DRAMA’s world, supporting professional growth, fan recognition and industry collaboration.
Strategy to unify DRAMA and 01800-DRAMA
Originally, the artist saw her projects, DRAMA (music) and 01-800-DRAMA (the experimental crisis helpline/social movement) as two separate entities. This risked confusing fans, diluting the emotional impact of the brand and creating friction in digital and marketing experiences so I integrated 01800-DRAMA into DRAMA’s core universe, making it a central part of her identity, which:
● Simplified fan experience.
● Strengthened brand equity.
● Enabled scalability.
Rapid AI-assisted concept exploration
I explored the 01800-DRAMA experience and how it could be embedded in the DRAMA website using lo-fi sketches, AI-assisted wireframing, and prototyping tools like Loveable and Uizard. This allowed me to rapidly test different flows, interactions, and overall experiences, accelerating concept exploration.
Testing and iteration
After iterating on my designs and crafting an interactive prototype I tested it with 5 target users, revealing key pain points that guided further iterations:
● Users didn’t easily find 1800-DRAMA as a category in the menu → added a phone icon in the main nav and removed it from the menu.
● Red felt overwhelming in 1800-DRAMA → Introduced digital blue (#1F7FFF) for calming interactions and to contrast with the core website.
● 1800-DRAMA lacked clarity in the design and navigation → Removed shop icon and logo copy and introduced modal-based user paths to declutter navigation and feel more immersive.
The core DRAMA website
Here’s a look at the mobile experience of DRAMA’s central hub website.
Integrating 01800-DRAMA
Here’s a quick video of the prototype I designed to demonstrate how the crisis helpline, 01800-DRAMA, integrates into the core website.
Additional recommendations
● Consistent identity across platforms: Use the same name, bio and profile photo on Instagram, Spotify and the website to strengthen brand recognition and discoverability. Currently, these are not consistent.
● Staged release strategy: Launch the main DRAMA website first, then integrate 01800-DRAMA later to ensure fans are familiar with the main brand before exploring the experimental project.
● Monetisation/sustainability considerations: Although the client has no intent for 01800-DRAMA to be a profit project, explore ways to sustain the platform through partnerships with wellness/ecology/support organisations, booking fees from resources referrals or subtle advertising.
Reflection and impact
DRAMA has been thrilled with my work so far saying, “I captured the essence of everything she wanted to convey“. With the solid foundations I’ve laid to create a cohesive, scalable brand universe, she has now signed with a top music manager in Mexico and is taking direction how best to plan the staged releases for her music videos, the website release and lastly the integration of 01800-DRAMA. I look forward to continuing to collaborate with DRAMA’s team on this project and supporting the growth and success of the brand.
