The Objective

To disrupt the emerging Digital Service Provider (DSP) landscape by launching a courageous music startup designed for the mobile-first generation. As Creative Director, the goal was to define a cohesive visual identity and a seamless user experience that could compete with industry giants by prioritizing social connectivity and discovery.

The Creative Execution

The project involved a full-scale brand build, from the technical UI/UX of the app to a high-profile cultural launch.

Product Design

Led the UX/UI strategy for the music player prototype, focusing on a minimalist, gesture-based interface that made navigating massive libraries intuitive on mobile devices.

Visual Identity

Developed a bold, modern branding system—including the logo and typography—that scaled across digital interfaces and physical hardware partnerships, such as the Motorola X boinc collaboration.

Cultural Activation

In partnership with Vice, art directed an epic launch event featuring Rick Ross and DFA 1979, bridging the gap between tech-driven product design and authentic music culture.

The Result

The Boinc project served as a pioneer in the social music space, successfully demonstrating how high-end product design and aggressive cultural marketing could carve out a unique niche in the competitive streaming market.