Kitchen Music

The brief

Johannes Paetzold had been creating several streams of audio content on the food and music scenes in Berlin. He housed these on his personal website but did not feel the site was doing his content justice and saw room for improvement in his branding. My job was to do a full audit and redesign of the site as well as create a bespoke brand identity.

Programmes

Figma

Procreate

Wordpress

Disciplines

UX Design

UI Design

Identifying our goals

The first step of this redesign was to define exactly what we aimed to achieve, so that we had a clear direction for the project.

Through a series of discussions with Johannes we identified that the main goals of this project were:

To encourage visitors to listen to and follow Johannes’ audio content.
- Rather than acting as a hybrid personal website, the site will be reimagined as a brand of content creation with the audio streams being the hero of the site and information about Johannes being secondary.
- Each audio stream should be easy to find and understand and immediately pique visitors’ interest.
To make the tone of the site match the tone of Johannes’ audio content and its audience – we identified this as “fun, bold and hipster”.

The starting point

Site renaming

This site’s URL had always been kitchenmusic.audio and yet the logo displayed Johannes’ name. I decided to fully embrace the name Kitchen Music as it so well represented Johannes’ work and added a tagline that made it clear exactly what the site is about.

Content renaming

The original naming of Johannes’ audio did not help users to understand their subject matter or capture their interest. Together we created these new names that better represented their respective content.

I also worked with Johannes to create a short introduction for each stream of content to be used on their dedicated pages as well as on the homepage.