Velocity Branding

Problem

The Midnight Ritual project is the brainchild of veteran Atlanta singer Andrea Hawes and drummer Lezon Miller. Andrea is a soulful rocker and after years of song writing and performing Midnight Ritual was created. They electrify audiences with original and innovative music.

Midnight Ritual approached Velocity to design a website for promotional purposes. It was quickly apparent the band needed to create a unique identity for themselves to set them apart. The music industry is extremely competitive  and a complete and well thought out brand is almost as important as the music that is produced.

Solution

We began setting the scene by creating a logo. Midnight Ritual’s music is unique for its mystical overtones so we developed a layered design with an illustrated moon and incorporated a colour palette of midnight blue and silver to achieve a dark, alternative look.

The logo set the stage for all other materials including the website which uses animation and sound to promote the band’s music and encourage show bookings. Further materials were developed in conjunction with the website including business cards, a CD package and t-shirts. We also produced a proposal document template to enable the band to approach record companies in a professional and confident manner.

Services

Brand Evaluation / Creative Direction / Art Direction / Project Management / Corporate Logo Design / Copy Editing / Direct Mail Design / Announcement Design / Concept Development / Campaign Management / Package Design / Wearable Design / Promotional Design / Website Design / Website Programming / Flash Animation / Hosting Setup / Production Planning / Print Management / Print and Production Quoting / Press Proofing / Proof Reading / Photography

Results

Midnight Ritual has released an EP of original rock-n-roll heavily influenced by the classic rock/alt rock/and blues, which was Legendary Producer Don McCollister. Don has worked on platinum projects for the Indigo Girls, Shawn Mullins and Sister Hazel. Midnight Ritual’s single video “Come Inside” is now being shown to 58 million viewers on Adrenaline Nation TV. 

Testimonial

Andrea Hawes, Owner, Midnight Ritual

“I met Lasha Orzechowski while she was here in Atlanta, Georgia for business in 2004, and told her about my music label and our primary project, Midnight Ritual. Lasha and her team at Velocity suggested a dynamic branding campaign that has taken BBR Music/Entertainment and Midnight Ritual through doors that would not have opened otherwise. Velocity is a joy to work with, and their team always provide fresh ideas and a very professional approach.”