MultiTracks.com – Brand Refresh & Pricing Model Redesign
Featuring: MultiTracks One / The Live Bundle / The Rehearse Bundle
Role: Creative Team Lead - Art Direction, Branding
The Challenge
MultiTracks.com had grown into a robust ecosystem of products and tools, but with that growth came complexity—particularly in our pricing structure. Users consistently shared that the purchasing experience was confusing and unclear, ultimately creating friction where simplicity was needed most.
The Truth
Our customers weren’t wrong. As a company that prides itself on Customer-Driven Innovation, we recognized that the way people engaged with our platform had evolved—yet our pricing hadn’t kept pace. To stay aligned with our mission and serve our users better, we needed to do more than just tweak prices—we needed to completely rethink our model.
The Work
We didn’t just restructure our pricing; we rebranded the way our customers experience MultiTracks.com.
Central to this effort was a complete visual identity system for the new bundles, designed to intuitively communicate their purpose and energy:
The Live Bundle was built for live performance; the moment where everything comes together. To reflect its high-energy, raw intensity, we branded this bundle with a red, orange, and yellow gradient. It’s bold, urgent, and unmistakably live. Supporting icons visually unified the suite of products used during performance, from setlists to playback.
The Rehearse Bundle was all about preparation, study, and practice. For this, we created a calm, focused visual environment using a cool gradient of blue, light blue, and indigo. The icons in this set represent tools used behind the scenes—when the lights are off and the work is happening.
MultiTracks One was the ecosystem’s crown jewel; the umbrella under which all tools and workflows converge. We crafted a minimalist black-and-white aesthetic infused with subtle touches of both the Live and Rehearse gradients, symbolizing the convergence of preparation and performance. Iconography here connected every product in the platform, representing holistic integration.
This brand system was not just aesthetic—it became a functional language that helped users navigate our offerings intuitively. Each bundle felt distinct yet connected, communicating not just what the products were, but when and how to use them.
The Results
This wasn’t just a pricing update—it was a company-wide shift. The launch not only simplified how our customers interact with MultiTracks.com, but also repositioned us to grow sustainably with them. Early engagement data showed a strong uptick in bundle sign-ups and reduced user confusion, validating both the strategic and creative direction.
Credits:
Creative Direction & Art Direction – James Windham
Videography – Mitch Obach
Photography – Joshua Taliaferro
Email Marketing – Wayne Yaun
Leadership – Kristian Ponsford & Jose Huerg
Ads
Web Work
Social media Work
MT COMPLETE CAMPAIGN AND PRODUCT LAUNCH
A New Era of Custom Arrangements for Modern Worship
Role: Creative Team Lead - Creative Direction, Art Direction, Branding
The Challenge
Worship leaders have long been constrained by rigid arrangements, locked into a single genre, key, or instrumentation. But real-world worship contexts aren’t one-size-fits-all. They’re dynamic, diverse, and constantly evolving.
The challenge was clear: How do we create a product that gives users full creative control while maintaining musical integrity and cohesion?
The Truth
One song. Four distinct genres. Matching arrangements, chord progressions, and keys; engineered to work together seamlessly.
That’s the promise of MT Complete. A revolutionary platform that empowers worship leaders to mix and match parts from Gospel, Orchestral, Acoustic, and Core arrangements to create a truly custom sound tailored to their team, their context, and their congregation.
This was a new creative language for worship.
SOCIAL
The Work
As Creative and Art Director, I led the full creative vision for one of the most ambitious launches in our company’s history.
The campaign needed to match the product’s complexity with clarity, energy, and inspiration. We set out to build a visual and storytelling experience that made the concept immediately tangible—and deeply compelling.
Highlights included:
A bold, modular visual identity inspired by musical layering and arrangement flexibility
Cinematic video storytelling to show the platform in action across genres
Clean, intuitive UX/UI integration to support the product’s interactive nature
Messaging and branding that spoke directly to the creative and practical challenges worship leaders face each week
The campaign extended across web, email, video, and in-platform content; each piece working together to position MT Complete as both a tool and a creative unlock.
The Results
The launch of MT Complete redefined expectation; delivering not just a product, but a new way to approach worship music. It quickly became a conversation starter across our community, setting a new creative and strategic benchmark for future product storytelling.
Credits:
Creative & Art Direction – James Windham
Concept – James Windham, Jesse Schaffer, Mitch Obach
Videography – Mitch Obach, Merit Productions
Email Marketing – Wayne Yaun
Web Development – Jonathan Puckett
UI/UX – Marc Bonaaso
WEB
Playback Remote – Product Launch Campaign
Feature Launch: Remote Control Functionality for Playback
Role: Creative Team Lead - Art Direction, Branding
The Challenge
Our users have always relied on Playback for live performance precision, but until now, control had a limitation: proximity. The launch of Playback Remote introduced a powerful new paradigm, run the player from anywhere in the room. It was a product-defining feature that deserved a story just as expansive.
The Truth
This wasn’t just a feature; it was a shift in how our users engage with our ecosystem. We needed to communicate not just what it did, but what it felt like to use it.
The message was simple: freedom of movement, total control. But the story needed to capture both intimacy and scale—showing users the distance they could travel, while staying connected to the core.
The Work
As Art Director, I led the creative development of the campaign—building a visual identity and narrative that matched the power of the product.
The concept centered around contrast: ultra-wide shots to express scale and independence, paired with tight, detailed close-ups to ground the story in tactile, emotional moments. This visual language created a sense of distance—and control across that distance.
We combined this storytelling with:
Cinematic videography by Mitch Obach and Merit Productions
Emotionally resonant photography from Joshua Taliaferro
A custom voiceover performance from Baylee Lang
Music supervision and sync with Phil Wickham’s “The Battle Belongs,” giving the piece emotional weight and worship energy
The campaign extended across email, web, and video, and was designed to live beyond launch as a long-term brand asset.
The Results
The Playback Remote campaign marked a creative and strategic high point—delivering both clarity and emotion around a feature that redefined the product experience. The response was strong, the adoption immediate, and the storytelling became a new benchmark for how we launch future innovations.
Credits:
Art Direction – James Windham
Concept – James Windham, Jesse Schaffer, Mitch Obach
Videography – Mitch Obach, Merit Productions
Photography – Joshua Taliaferro
Email Marketing – Wayne Yaun
Leadership – Kristian Ponsford
Voiceover – Baylee Lang
Music Supervision – Jesse Schaffer
Music – Phil Wickham, “The Battle Belongs”
