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Writing Off Tomorrow

Alternative Rock Band | Phoenix, AZ​

Band Web Design & UX/UI Digital Strategy

Role: Lead Graphic & Web Designer

Scope: End-to-end digital execution including user experience (UX) strategy, interface design (UI), mobile responsiveness, custom media player integration, e-commerce layout for merchandise, and direct-to-fan subscription integration.

Deliverables: Band website and eCommerce graphics

Tools: Adobe Photoshop, Web CMS

Challenge

Previously relying entirely on third-party social media and streaming platforms, Writing Off Tomorrow faced algorithm restrictions that limited direct fan communication, audience growth and merchandise sales.

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The goal was to build an immersive digital experience that reflected the band’s modern alt-rock aesthetic while providing a friction-free path for fans to stream music, buy merchandise and join a direct email subscriber list. The primary design challenge was balancing high-impact media—such as high-resolution photography and dynamic audio elements—with fast load speeds and intuitive mobile navigation for fans.

Strategy & Execution

Brand Atmosphere & User Interface
To reflect the band's musical identity, the visual design utilizes a dark-mode default palette anchored by high-contrast typography, high-grain performance photography and strategic crimson accents. The hero section features a custom global audio player, allowing fans to sample top tracks.
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E-Commerce & Merch Showcase
The merchandise experience was integrated into a clean, visual grid layout built specifically to showcase physical goods. The streamlined interface makes browsing seamless and reduces friction from product discovery to checkout across both desktop and mobile devices.
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Audience Ownership Strategy
To build an algorithmic-independent fanbase, a high-converting sign-up system was integrated into the site architecture. By offering an exclusive unreleased track in exchange for newsletter registration, the band can successfully capture direct contact info, turning casual listeners into a dedicated subscriber base for future merchandise drops and release announcements.​​
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Results

Increased Merchandise Conversion:
Streamlining the product layout and mobile checkout experience led to a noticeable rise in online merchandise sales following new music drops.
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Direct Fanbase Growth:
The newsletter signup integration grew the band's independent mailing list, giving them a direct line to fans for future releases without relying on platform algorithms.
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Higher Fan Engagement:
​The audio player and rich visual assets decreased bounce rates and increased average session duration as visitors streamed music while exploring the site.

Visit the online merch store to SEE MORE

I also designed the logo, the emblem and all other graphics used in merchandise and album art. 

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