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.
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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.
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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.
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Digital Ecosystem
I architected the landing pages, email marketing, and web banners, ensuring the brand purple drove the visual narrative and, ultimately, the conversion.
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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.
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From Brown Box to Premium
We killed the traditional industrial shipping look and moved toward a high-fidelity, consumer-facing gift box aesthetic.
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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.
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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:
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Audience Growth
Successfully repositioned the entry-level category, contributing an increase in market share growth in the 18–25 age bracket.
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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.