Division Company

Creative Design & Brand Development for a Media Company

From the Ground Up

During my time with Division Company, I gained invaluable real-world business experience across a range of disciplines. Managing the online platform HDLSD involved everything from website development to social media marketing, demanding meticulous planning, creative problem-solving, and a deep understanding of business operations. What began as a niche digital publication gradually evolved into a dynamic creative hub, expanding to include advertising consulting, event curation, and media production.

EARLY STAGES

Initially, we leveraged social platforms like Tumblr, tapping into their extensive user base to capture and grow our audience. These platforms made it relatively easy to establish a presence, particularly for curators with a distinct style and a steady stream of fresh content. Once we built our initial platform, we effectively drove traffic between the social channels and our website, creating a seamless flow of users and expanding our reach.

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Brand Identity & Consulting

The goal for our web platform was straightforward: to create a unique user experience that could stand toe-to-toe with major digital publications. By incorporating a clean layout design, branded neutral colors, and integrated custom features, we distinguished ourselves from many other online platforms. It’s in these creative aspects of development that we began to set ourselves apart and cultivate a distinct brand culture.

UNIQUE ELEMENTS

From the very start, we embraced artistic imagery and innovative music as core elements of our brand. I developed a custom radio widget and visualizer, complete with a cycling background, to embody our brand’s essence. These custom integrations were designed to give our fans a tailored experience, capturing the elements they love most about our platform.

DEVELOPMENT CONSULTING

Over time, we developed a formula to drive user interaction and increase traffic. By leveraging analytics and industry insights, we created a unique space that catered to independent businesses and artists globally. I discovered that authenticity, combined with consistency, is key to success. As the brand grew, my creative skills became increasingly essential in areas like merchandise design, collaborations, and creative strategy.

As our popularity grew, we began crafting brand marketing strategies for artists and businesses. This involved deep dives into their analytics, assessing current practices, and developing tailored strategies to boost monetization, generate new leads, and increase conversions.

Ready for Print

Five years after its inception, Division Company had amassed a dedicated following of 20,000 active users, generating revenue through advertising, merchandise, and live events. Looking ahead, the company planned to launch live media channels and release a print edition of the acclaimed "Source of Innovative Sound" magazine. Not too bad for a college-born business that started online.