Holloway Music: The One Project Case Study

Creating a refreshed brand identity, defining potential deliverables, and outlining our team’s plan to establish Holloway as an up-and-coming competitor in the music industry.

Summer 2026 (JRMC7011E)

Project Overview

Our team’s project focuses on developing digital solutions and an updated brand identity for Marietta-based company Holloway Music. Holloway is a new company in the music industry looking to provide a platform for upcoming artists and musicians, with goals of building a stronger brand identity, reaching new audiences, and delivering a site that’s both accessible and visually compelling.

We approached these goals through research into the company, its competitors, and its target audience. By focusing on brand identity and strategy, our overarching goal was not just to refresh Holloway’s visuals, but to give them the groundwork to grow digitally.

HOLLOWAY MUSIC — CURRENT LOGO

The Problem

Before our team took on this project, Holloway had no digital design team or social media manager to maintain visual consistency or audience engagement. Their digital presence was undefined and did not clearly communicate what the brand stood for.

The company website, in particular, was underdeveloped. It did not highlight artists or events, and lacked visual hierarchy, accessibility standards, and the kind of visual components that would draw in audiences.

The Solution

Our team defined what our deliverables would be for the project. We landed on the following:

• Brand guides
• Video trailer
• Social Media refresh
• Website redesign

Brand Guide

To provide visual consistency to Holloway’s branding, our team developed a comprehensive brand board that ties pleasing visuals to the company’s messaging. The typography strikes a balance between clean headlines and logo design, leveraging both Holloway’s artistry and accessibility for audiences.

Warm, earthy tones give the company’s name an organic feel. “Holloway” is meant to represent a path or road that is lower than the land on either side of it. It is a nod towards the path artists take towards discovery. These elements make Holloway memorable to audiences, and the guidelines are interchangeable for the companies website, social media, merchandising, and event materials.

BRAND BOARD

Video Trailer

Our campaign trailer, to be shot this fall, will feature behind-the-scenes footage, clips from music videos and live performances, and work accomplished by the Holloway team. It offers audiences insight into both the artists the company represents and the process behind bringing visions to life.

I combined my role in our digital solutions team with my hand in production. I secured our first artist for this fall’s shoot, and created a pitch deck to translate Holloway’s artistic vision with the artist. I created a pitch deck outlining proposed locations, set design, and mood boards to set the tone for the project.

This not only set Holloway on the same page as the artist, but illustrated an outline to the company on how to template visually appealing pitch decks for future projects.

JILLIAN LOUX — MUSIC VIDEO PITCH DECK

Social Media

A social media refresh will combine content strategy and updated visuals to increase brand awareness and audience engagement. Creating templates for post layouts, consistent messaging, and visuals helps build a stronger online community and expand digital reach.

Our content strategy centers on artists, performances, behind-the-scenes storytelling, and event promotion.

Website Redesign

The new website serves as Holloway’s digital portfolio to the public. It showcases artists, past projects, upcoming events, and the services the company provides, making it the go-to destination for potential clients, artists, and audiences interested in the music industry. By centering the stories of both the company and its clients, Holloway builds rapport with audiences through people-first storytelling, reflecting the company’s broader mission to give upcoming artists a platform.

WEBSITE REDESIGN

WEBSITE REDESIGN — MOBILE

The website maintains pleasing visual hierarchies, branding consistent to our guides, and easy access navigation for any digital user’s need, such as potential services and contact pages.

Results

Our work for Holloway has only just begun, but by defining our strategy and deliverables before we start, the path ahead feels clearer. Research into the company itself, as well as its competitors and target audiences, gave our team a better understand of who we’re building our digital solutions for, and why the choices we make matter.

By establishing branding and layouts before beginning execution, we’re able to move forward with clear communication, both with our internal team and our client. This groundwork means fewer mistakes down the line, and shared visuals that can be referenced across all deliverables. Setting expectations and goals early also gave us a framework to evaluate as we continue our work. We will be better equipped to identify flaws in our campaigns, find changes that need to be made, and ideate new solutions.

Ultimately, this research and planning sets Holloway up for a strong launch, and allows growth in its brand identity that can adapt as the company establishes itself in the industry.