Client: Dr. Rubinstein (QTFM)
Sector: Entertainment, E-Commerce
My Role: End-to-end design
branding - web design - merchandise design - writing
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Sector: Entertainment, E-Commerce
My Role: End-to-end design
branding - web design - merchandise design - writing
Background
Dr. Rubinstein is the guise of Russian-born Israeli artist Marina Rubinstein, a world renown DJ artist known for her high energy, acid techno and 90’s rave selection. During the lockdown in Berlin on 2020 Dr. Rubistein, now out of work due to shutdown of all nightlife venues, has founded QTFM (Quarantine FM), a live-streaming project where she invites other artists to play records in her home.
Goals:
Generate an alternative source of income.
Create additional visibility and maintain the artist's status.
Strengthen the connection between fans and promoters with the artist.
Showcase the artist's activities, including recorded sets and media appearances.
The Project:
While working together on graphics for the live-stream we started brainstorming about ways to create alternative sources that will generate income. This led to the idea of designing a merchandise line and establishing a dedicated e-commerce shop. The website was also planned to serve as a portal where fans could watch and listen to live streams and stay updated on the artist's other activitie. In general, the main goal of the website was to compensate for the artist's temporary period of being out of work.
Visual Identity:
The entire visual identity is focused on two main sources of inspiration: Dr. Rubinstein herself and the music she’s playing. The artist’s personality is bubbly and full of energy and so is her selection of acid techno music. Her sound is melodic, high energy and vibrant. The symbols I used are taken from the rave colture and the general atmoshpere of the design was happy and livley.
1. Colours:
I chose a simple pallet of only three highly saturated colours. They are bold, bright and punching. The black and yellow came from the original smiley symbol and the pink to break the hazzard feeling that can come using only these two.
2. Font:
I chose Barlow Semi Condence because of its bold atitude and presence. I needed a font that would match the bright colours but also won’t compete in the attention or overload the viewer.
3. Gifs/Icons
The use of GIFs was a way to bring more life and movement into the design. The symbols represting the rave culture the the artist love so much and a big part of. They are whimsical and fun which represent the artist spirit and also add a sense of lightness and less serious vibe to the design.
