Music Choice
Creative Director, 2004-2006
As the Creative Director for Music Choice, I built and scaled a creative services team from 2 to 12, relocated the team from Philadelphia to New York, and implemented a network-wide cross-platform redesign of all services for 45 music channels across television, video-on-demand, web, mobile, live events and print.
I oversaw visual output, workflow and process for the design, video, audio, copywriting and production teams, as well as serving as an active designer for strategic business development and revenue initiatives. I also worked closely with the engineering team to develop new interactive products, optimize and streamline existing offerings, and work within established guidelines across numerous different cable providers.
Problems worked on:
How might we create unique identities and custom experiences that speak more effectively to our audience of 45 different music channels?
How might we build and scale our internal creative capabilities in support of emerging mobile, video-on-demand and broadcast opportunities?
How might we creatively solve problems for advertisers looking to reach our audience in new and innovative ways?
In parallel with my active design production at Music Choice, I also built and scaled a thriving freelance poster design business.
Achievements:
Redesigned 45 different music channels across television, video-on-demand, web, mobile, live events and print
Built, relocated and scaled a new creative services team of 12 designers, audio engineers, producers, editors and copywriters in support of emergent on-demand music video services. Moved entire creative team from Philadelphia, PA to Manhattan, New York.
Developed numerous interactive prototypes for mobile, broadband, web and interactive television entertainment and eCommerce applications
Cross-Platform Network Identity System (45 Music Channels)
Working closely with the in-house engineering team, I developed a new on-screen identity for Music Choice’s cable broadcast output across 45 different genres of music. Each channel had a freshly developed set of typographic identities, wrapped in a closer, more consistent cross-channel brand framework.
On-Air Channel Identities
Concert Series Idents & Promotional Packages
Produced as a series of long-form concert shows, Music Choice distributed their concert series as an on-demand offering, complete with a new set of identity and brand work, a new suite of promotional graphics, and each featured custom animation and typography.
Broadband Multi-Channel Player: Interface Design
On-Demand Show Package Development & Idents
Music Choice News (Identity Package)
34th Street Office Window Signage, New York
Ozzfest 2004 Marketing & Jumbotron Animations
Video On-Demand Creative Production & On-Air Graphics Packages
Featuring unique programming, interviews and show development, Music Choice produced a large number of on-demand music pieces that syndicated across cable. Our team developed a series of show identities, and supported the production efforts with in-show elements, audio, and custom graphics packages.
Merchandising Support & Animated Showreels
Parallel to the in-house production efforts, our team created a large suite of customized advertising packages and promos to help advertisers understand the reach, value and content of working with Music Choice.
Music Choice On-Demand
Comcast Video Rich Navigation Prototype
“It is with pleasure that I say I was part of Matthew’s team at Music Choice. His knowledge of typography and design was an integral part of all of the Music Choice creative. His ability to strategically approach any project and work it through to completion was a talent only eclipsed by his design skills. I highly recommend Matthew to any company and I look forward to working along side him again.”
Thomas Maloney
Animator / Designer at ESPN
"Matthew has a strong sense of brand identity and a keen eye for design. He brings a passion for his work and will convey a clear vision to any group. Matthew has a great ability to allocate the necessary resources to get a job done from the ground up in an efficient manner. He does what it takes to get a job done and will bring that enthusiasm to any project he works on.”
Molly Paul
Freelance Film and Television Editor
