Fretello is a music education app, built with cutting edge technology to listen and adapt to your playing to give you a true virtual teacher.
2020-2021 - Brand Director
Challenge:
The young startup guitar learning app was looking for growth across the board: new customers, new artists, and new teachers. Lacking a visual tool set, brand standards, marketing expertise, and confidence-building messaging, Fretello needed a style that could accelerate their business quickly.
Solution:
The core logo and app were great, and really needed no substantial change. But the brand had almost no flexibility: no color palette, no clear voice or tone, and no clear marketing messaging. So our first stop was to expand the brand to allow for greater creativity, and to better reach and reflect our core audience, then set up measurements to keep track of our progress. Afterward, we began to elevate the look and presence of our current artists to draw in new ones. Our efforts yielded an increase in conversions by 400%.
Originally, the Fretello brand had two colors - deep gray and yellow. While these worked great within the app, utilizing the same colors in marketing materials ended up making the app look washed out. We added complementary colors to the palette to help the app stand out against its background.
An example of how we utilized new branding standards to elevate our artists.
A set of brand materials used to show what simple changes could do to elevate the core brand.
Updated business card designs.
An example of utilizing the new 'amp grate' pattern as a way to provide perspective to showcase the app on mobile devices.
The new presentation template used to pitch to artists, partners, and investors.
The updated email template, optimized for ease of use and better marketing visuals.
The updated email template, optimized for ease of use and better marketing visuals.
The new Fretello shirt, used for conferences and employee engagement.
Consistent updated giveaway images used on social media to grow brand engagement.
New type of consistent Instagram images, created to be sharable, inspirational, and likable.
New type of consistent Instagram images, created to be sharable, inspirational, and likable.
An example of mockup images used to show consistency, presence, and design while working on app-store changes.
An example of the new marketing materials in action.