Client:
Zildjian
Scope:
Ideation, Art Direction, Video Editing, Packaging, Content Design
Focus:
Expand the Zildjian family cymbals for younger modern drummers market
Overview:
Looking at the current introductory cymbals across brands and create marketing for a cymbal that is bright and dynamic like the inspiring drummers that are getting into becoming a drummer.
The Challenge:
There was a flood of competitors in the market for young drummers looking for cymbals that sounded great but were cost effective. It needed to match the market needs for the young drummers of that time period and they needed to stand out from the others.
The Approach:
I looked at the market and needed to align legacy, current music trends, and stand out—in a highly competitive market.
Key decisions:
- Looked at the right compelling visual aligned to the artists that supported it
- Connected the Zildjian legacy but with a new path
The Solution:
The final output was a full suite of assets and materials for the S Family cymbal launch and support.
What was created:
- Product and Artist videos focused on specific markets and genres
- Packaging and print collateral that supported online and in-store sales at Guitar Center, Musician’s Friend and many more outlets
- Logo and cymbal photography captured in-house
The Results:
We received
- Top selling intro level cymbal for Zildjian since 2015 to now
- Videos generated over 1 million views
- Cymbals were seen in various music videos like Twenty-One Pilots Heathens
Last modified: September 11, 2026
