The Strategic Vision
Color as a Competitive Edge
In a category usually dominated by traditional gold and black, I chose to anchor the i Family in a distinctive, vibrant purple. We used this color strategically across every touchpoint to immediately pull the line away from Zildjian's professional K and A series.
Focusing on Gen-Z
This palette was specifically picked to resonate with a younger demographic. It signaled a fresh, high-energy entry point that felt modern, not legacy.
Art Direction & Creative Execution
As the lead on this initiative, I oversaw the complete creative lifecycle from concept to global distribution.
Photoshoot Direction
I moved us away from sterile, catalog-style product shots. We focused on lifestyle-driven imagery, high-contrast lighting, and action frames that captured the raw energy of the instruments.
Digital Ecosystem
I architected the landing pages, email marketing, and web banners, ensuring the brand purple drove the visual narrative and, ultimately, the conversion.
Artist Integration
We selected influencers from our global roster who specifically appealed to our target age groups to provide the necessary social proof.
To ensure the i Family stood out in a crowded retail environment, I directed the overhaul of the packaging architecture.
From Brown Box to Premium
We killed the traditional industrial shipping look and moved toward a high-fidelity, consumer-facing gift box aesthetic.
The Shelf-Block Effect
Using the bold purple as a dominant flood color created a massive visual block on retail shelves that was impossible for a customer to walk past.
The Silent Mentor
I architected the packaging to be an educational tool. By exposing new drummers to higher-tier series right on the box, the design guided them on their journey toward professional gear and long-term brand loyalty.
Retail Presence
& Packaging Architecture
The i Family launch became one of Zildjian's most visually recognizable entry-level debuts:
Audience Growth
Successfully repositioned the entry-level category, contributing an increase in market share growth in the 18–25 age bracket.
Brand Consistency
Established a scalable visual framework that allowed global distributors to maintain a cohesive look across diverse international markets.
Impact & Reach
Breaking the Brass Ceiling
The i Family is named for Ilham, the Turkish word for inspiration. Its purpose was to replace the aging ZBT line and set a new standard for entry-level drummers. My goal was to lead a global rollout that didn't feel like a budget compromise but an essential, high-energy first step for a new generation of musicians.