ROARK was commissioned by JP Solis and Tin Pan Alley Studios to design a state-of-the-art DJ instruction experience. The brief consisted of creating a complete graphic identity as well as a classroom to redefine what an educational experience is supposed to be.
ROARK began by having multiple discussions with the TPA team about the overall vision of the brand. The take away was that Tin Pan Alley is not just a music facility but also a bigger reflection of the lifestyle that is associated with electronic music production. It’s a lifestyle intertwined with the likes of fashion, art and design.
As such, for Tin Pan Alley Studios to stay relevant in a rapidly and constantly evolving art scene, the logotype needed to be understated so as to place the emphasis on its context. The instruction facility on the other hand, needed to manifest as a classroom experience that had never before been seen. More than a brand, Tin Pan Alley Studios needed to provide a symbol of belonging, a stomping ground of personal identification.
Instruction Facility Interior Design
Individual stations are equipped with the latest in DJ gear and provide a full spectrum of options ranging from analog Technics turntables to the latest in Pioneer Remix stations.
ROARK focused in on the “stomping ground” metaphor when designing the classroom and as such sought to create as many momentum building effects to make each class session fully immersive and unforgettable for each student.
Utilizing high power LED technology in combination with industry standard lighting control software and top of the line automation systems, Tin Pan Alley Studios has the ability to fully immerse their students into a nightlife illumination setup. As each student performs, their own personal branding graphics can be displayed on the main stage thus creating a festival-like performance space.
Some Work-In-Progress Shots:
Logotype Research and Sketches
ROARK took a look at many high end fashion brands and their use of typography as well as American scout merit badges and varsity patches to identify the form qualities and emotional reasons that lead people to align themselves with a brand.
Fashion Brands: (in no way affiliated to ROARK or Tin Pan Alley Studios)
Nostalgic Badges: (in no way affiliated to ROARK or Tin Pan Alley Studios)
Final Logotype and Applications
Tin Pan Alley Studios Production Studio A
A full-fledged production studio can be found in the rear of the facility.
As another component of the stomping ground, as students approach graduation, they are invited to leave an animated mark on the school’s media server. Over time, The screens in the lobby will become populated with branded motion content pertaining to each individual graduate. It’s the modern day version of signing a yearbook. For the first round of animation, a collaborative effort between summer apprentice Janice Chun and Adrian Letechipia brought to life the first animations. For an awesome behind-scenes of the frame by frame hand-drawn animation created by Janice Chun for the shark segment, check out her website.
Website Development The website was set up by ROARK apprentice, Jiwon Shin. She customized a WordPress installation to incorporate several elements that were needed such as an online booking and inventory system as well as a full-page instagram feed conceived as a living window into the lifestyle that TPA graduates lead. By posting their most significant moments to Instagram, TPA is always right there with them, proud to showcase their accomplishments as well as keep future students informed of what they’re capable of achieving after the program.
ROARK was commissioned by Horrific Finds to re-brand their graphic identity. Horrific Finds is a community dedicated to the excitement, perseverance, and thrill that defines the art of collecting and […]
ROARK was commissioned by award-winning Spanish Director & Screenwriter Jorge Laplace to design his new graphic identity. Mr. Laplace initially requested only a logo design. After initial discussions it was […]