Beats by Dre
GRAPHIC DESIGN, PRODUCT DESIGN, MARKETING
Designing 1-of-1 headphones that tell the story of an athlete's journey from Atlanta to USC
ROLE
Customs Track Designer (1 of 2 selected)
TIMELINE
Fall 2023
10 weeks
SKILLS
Product customization, Brand storytelling, Athlete collaboration, Creative direction, Campaign development
TOOLS
Adobe Illustrator, Watercolor, Figma, Adobe Creative Suite
SUMMARY
As part of Beats Academy's inaugural program, I was tasked with designing custom Beats Studio Pro headphones for USC basketball star Isaiah Collier. The challenge was to create a meaningful, personal design that honored his journey from Atlanta to Los Angeles while maintaining Beats' premium aesthetic and brand standards.
RESEARCH & DISCOVERY
Athlete Interview Process
Conducted personal interviews with Isaiah Collier about his background and story
Explored his connection to Atlanta and transition to USC/LA
Identified key symbolic elements meaningful to his journey
Research into visual motifs representing both cities
Brand Research
Studied Beats' custom design precedents
Analyzed brand guidelines and aesthetic standards
Explored production constraints and technical requirements
DESIGN PROCESS
Concept Development
Initial Ideation: Explored multiple visual narratives representing Isaiah's journey
Sketching: Hand-drawn concepts exploring Atlanta-to-LA transition themes
Medium Exploration: Experimented with watercolor techniques for organic, personal feel
Visual Storytelling
Atlanta Side: Designed peaches arranged to spell "ATL" - representing his Georgia roots
Los Angeles Side: Created flowing waves transitioning into Hollywood star - symbolizing his move west to USC
Color Palette: Developed cohesive color scheme bridging both coastal aesthetics
Digital Refinement
Illustrator Development: Vectorized watercolor concepts for production
Technical Specifications: Adapted designs to headphone geometry and manufacturing requirements
Brand Integration: Ensured designs complemented Beats' visual identity
KEY DESIGN DECISIONS
Personal Symbolism
Used peaches (Georgia's state fruit) formed into "ATL" letters for authentic Atlanta representation
Transition Narrative
Waves flowing into Hollywood star creates visual story of geographic and personal journey
Mixed Media Approach
Combined watercolor authenticity with digital precision for unique aesthetic
Packaging Design
Extended storytelling through custom packaging and card insert design
CAMPAIGN INTEGRATION
Marketing Film
Contributed to campaign short film production and post-production
Graphics & Animation
Created motion graphics and visual elements for campaign
Album Cover Design
Designed album artwork for campaign music track
Social Media
Design featured in official Beats Instagram handoff post
FINAL SOLUTION
1-of-1 Custom Headphones
Delivered personalized Beats Studio Pro reflecting Isaiah's journey
Complete Brand Experience
Packaging, card insert, and campaign materials
Athlete Collaboration Successfully translated personal story into premium product design
Social Impact
Featured across Beats' official channels and social media
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