joey FeldMaN
bringing the acclaimed artist to a new digital home- where the vibe is cool, the art is epic, and time is a medium to immerse ourselves not run away from.
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joey FeldMaN is an artist, renegade, and creative visionary who has amassed a cult-like following. He needed a website and thorough brand overhaul that would reflect his badass-ness and give his global fanbase the engaging digital experience they crave on a multimedia platform that is as dynamic and expressive as the man himself.
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To provide a definitive narrative framework and streamline the visual language of the brand, so that the brand can evolve fluidly into a compelling digital space.
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We developed a custom build on Squarespace to bring joey’s virtual world to life in all its color-saturated details. Our platform choice was dictated by the goals and needs of the project- our analysis of compatibility when evaluating the competitive landscape was guided by a simple question: which provider can deliver the brand experience in its truest and most visually robust form? The seamlessness of integrating & embedding other content channels (especially instagram and YouTube also made it an ideal platform for the delivery of the FeldMaN brand.
“Our goal is to have a visual language that is so strong that Mr. Feldman's presence is felt at every digital touchpoint one enters into his vibrant and energetic world. The intention of this brand book is to make Mr. Feldman's world palpable and real to anyone and everyone who reaches his orbit from the pixels of a screen.”
strong visual language & intentional, saturated contrast evocative of the emotional themes implicit in joey’s work
The intention behind our creative process was to capture the frenetic joy of being in the studio with joey as he does the thing he loves and was born to do., We wanted our audience to be able to experience the intimate journey that takes place in joey’s studio on a daily basis as he immerses himself in the creative process. We wanted to take the viewer into the metaphysical alchemy that happens between painter and canvas- the rich hues of imagination that facilitate realities we had yet to dream of— a metaverse of the possible.
joey has a fanatical and deeply loyal following on social media and as this project developed, we kept returning to the online behavior of his fans and the genuine needs reflected in their obsessive and passionate posts. What these people wanted more than anything was to connect with the artist, to have a conversation, to glimpse into his studio, to hang out, and maybe even get the down low on that Air Jordan SE that was impossible to find in an American 11…his audience craves the experiential- they are after the infinitesimal moment- the emotional resonance of being present.
After we got clear on the true needs and wants of joey’s audience, we threw ourselves into creating content that allowed viewers to really immerse themselves in joey’s world. The narrative had to be in the artist’s own words and delivered in his characteristic no-bullshit way. It had to be real.
We obsessively captured moments- some intimate, some mundane- and told beautiful, authentic stories with raw edges- honoring our commitment to preserving the experiential.
