Case Study
CASE STUDY
Will Robertson
Creating a personal brand and website for a music producer and Grammy-nominated engineer in Atlanta, GA.
DELIVERABLES
Brand identity, messaging, visual identity, website design, video production, photography.
Visit the website: willrobertson.com
Visit the website: willrobertson.com
BRIEF
Will Robertson is a music producter, composer, multi-instrumentalist, and Grammy-nominated engineer based in Atlanta, GA. He has worked with dozens of talented artists and produced many records over the years, but has mainly relied on referals and word-of-mouth to get new projects. Will approached me to help him build a website to showcase his work, share his unique value as a collaborative partner in the studio, and attract new clients.
SOLUTION
After a thorough discovery phase, we identified a few key insights. A lot people claim to be a "one-stop-shop", but Will is the real deal. It's rare to find someone with the skills to be a successful specialist in multiple disciplines, but Will brings a true mastery of production, composition, studio performance, engineering, and mixing to the table. But what really sets him apart is his ability to connect with artists, understand their vision, and help them make it even better. We realized the best way to tell this story was from the artist's perspective, so we interviewed three of them and produced a series of videos. We designed a visual identity for Will's personal brand as well as his private recording space, then we built a website that features his brand story videos, along with a powerful audio player, a searchable discography database, and an e-commerce store.
BRAND STORY
Your partner in the studio
We knew the best way to convey the value of Will's collaborative style was to hear it from the artists themselves on camera.
Will Robertson is a sought-after music producer, composer, multi-instrumentalist, and Grammy-nominated engineer who uses his diverse musical background and collaborative approach to help artists elevate their music and make timeless records.
With decades of experience producing award-winning original music, Will brings technical skill and intentional creativity to each project. But the key to his approach to making records is building collaborative relationships based on trust. Will takes the time to get to know the artist — to understand who they are and the message they want to convey through their music — so he can help them perform their best in the studio.
With decades of experience producing award-winning original music, Will brings technical skill and intentional creativity to each project. But the key to his approach to making records is building collaborative relationships based on trust. Will takes the time to get to know the artist — to understand who they are and the message they want to convey through their music — so he can help them perform their best in the studio.
VISUAL IDENTITY
Bold and timeless
Pairing bold minimalism with classic iconography to create a visual identity that feels both creative and sophisticated.
For Will's personal brand logo, we designed a minimalist "W" monogram composed of three parallel sound waves in a square. Each sound wave represents a different aspect of the creative process, combining the art of composing, performing, and engineering music to create an album. The icon is paired with Archivo Black, matched with a consistent line weight to carry through the overall aesthetic.
We also created a sub-brand for Will's private recording space, Gallop Studios. Inspired by the feeling of getting in the flow state while creating and performing music, we created a mark that captures the momentum and power of a galloping horse. The arch of the type design contributes to a sense of movement while mirroring the curve of the horse's back.
COLOR PALETTE
Wood and amber
Deep shades of mahogany paired with an amber gold inspired by the interior of Gallop Studios.
BASS
PMS BLACK C
RGB 33 16 5
HEX #211005
MAHOGANY
PMS 483 C
RGB 102 32 0
HEX #662000AMBER
PMS 143 C
RGB 238 160 42HEX #eea02a
BLONDE
PMS 7527 C
RGB 223 213 195
HEX #dfd5c3
CREAM
PMS 7533 C
RGB 241 234 223
RGB 241 234 223
HEX #f1eadf
IVORY
PMS BLACK C
RGB 248 244 240
HEX #f8f4f0
PHOTOGRAPHY
Light and space
We captured photos to help prospective artists get to know Will and his creative space.
WEBSITE
Showcasing the music
The website feels warm and approachable, but it's got some powerful features under the hood.
To highlight Will's extensive discography, we created a fully responsive table filterable by project, artist, genre, year, length, and role. Visitors can also search by keyword and the table adapts to display the results in real time as they type.
We set up a sticky music player that sits at the bottom of every page so visitors can preview a selection of songs Will has produced. The player is synced with the grid of albums, so music can be played by clicking an album cover or by selecting a track on the sticky player itself.
Will also had original arrangements and compositions to sell, so we set up an e-commerce storefront with digital product and inventory management, cart, and checkout functionality.
From the client
"I originally hired Jeff Uzzel to design and build my website. What I got from Jeff was beyond what I could have imagined - not just a stunning final product, but deeper and fuller insight into the mission of my business and how I serve my clients.
From planning to execution, from laying out the raw nuts and bolts to the final polish, Jeff showed himself to be an extraordinarily skilled and hardworking artist. He knew exactly what tools to use to bring out the work I wanted to showcase. When the project called for video shoots and interviews, he knew just the questions to ask to bring out the best in the subjects (especially me!)...and he also set up and shot the video, understanding how to frame the subjects for the most impact. When the time came to design a logo for the site, he quickly put together several awesome ideas - it was hard to choose! And on top of all that, Jeff was incredibly easy to work with. He checked in with me consistently to make sure that we were on the same page and that the project was moving forward the way I wanted.
But beyond his impressive technical and artistic prowess, it was actually the planning conversations that I had with Jeff over the course of the project that turned out to be the most valuable, because they helped me understand and articulate what really draws my clients to me. He helped me pinpoint that, and we crafted the site around that understanding.
It's really rare to find someone with a combination of a keen eye for design, an intuitive understanding of marketing, and mad skills in a whole array of digital and physical tools...but that's who Jeff Uzzel is. And I couldn't be happier with the results - not just in helping me build my brand, but in helping me understand what my business really is about. Thank you Jeff!"
Will Robertson
Visit the website at
willrobertson.comLike what you see?
Let's work together.
