Off the Avenue: Case Study

Off the Avenue

Off the Avenue was a project that consumed 5 years of my life. I took the idea from a few friends and I filming our bands to filming bands from around the world, throwing a debut party at SXSW, and having our work featured in Pitchfork, Rolling Stone, Spin, Stereogum, and Consequence of Sound. While I could write a book about the entire experience, this portfolio is focused on the digital products we built for the platform. If you'd like to watch some of the 300+ live sessions we filmed, check out the website or YouTube channel.



We wanted to build digital products for the web series so fans could have a branded and focused experience outside of YouTube and so that our small team could automate the frequent content publishing process. The result was a WordPress site custom built from the ground up. It pulls in data from YouTube and automatically creates content posts, freeing us from having to manually manage the website every time we published a video.


The accompanying native iOS app is dynamic as well. It pulls in data from our website and automatically updates the app with new video content. The app is simple, intuitive, and usable. Users can browse and watch episodes from the series, get pulled into watching playlists, and learn more about the artists. This app was my first time launching a product to the App Store. In retrospect we could have developed a responsive website with less functionality, but it was a powerful learning experience to publish our optimal UX.

Our Video Content

An Off the Avenue episode is a quick, fully live performance of a band in an intimate studio setting, recorded in HD audio and video. We got to work with a plethora of amazing artists from around the globe including Edward Sharpe & The Magnetic Zeros, The 1975, Bombay Bicycle Club, Cursive, Run The Jewels, Here We Go Magic, Hundred Waters, The Zombies, The Vaccines, and many (over 300!) more.

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Over the 5 years we ran the series, we threw a number events. These events ranged from parties to full SXSW productions. I worked with great designers to build event posters and assets, and made some myself. Here are some pieces from various events I produced in conjunction with the series.


Logo Design

Below is my iteration process for designing the brand and logo. At each phase, I would test out my ideas with the community to build something that accurately represents the character of the brand. The mark has the letters OTA in it (Off The Avenue) and is also a road going down a horizon.