NEEDTOBREATHE

The Insiders

NEEDTOBREATHE

The Insiders

NEEDTOBREATHE is a Grammy-nominated band with a loyal fan base known as The Insiders. Asked to activate The Insiders through a custom digital experience, we aimed to give fans the feeling of having a backstage pass, complete with exclusive content and members-only access to band updates and engagement.

Music & Entertainment

digital environments

Expand Details

"Something Beautiful"

We began with the visual identity of The Insiders, taking inspiration from their vast music collection and redesigning the mark to set the stage for an elegant digital experience. The design of the site embodied the clean, contemporary nature of the band itself, as we aimed to streamline the user experience through simplified interactions that felt rich yet effortless. We wanted the site to be a natural evolution for the band that would resonate with longtime fans and newcomers.

“The Heart”

In addition to great design, our goal was to activate The Insiders fanbase with a core experience that keeps them coming back. It was to serve as the heart of the community, with regularly updated content including members-only access to new music, the band’s track vault, tour pre-sales, VIP packages, and band updates. We also streamlined new sign-ups and highlighted the value of membership. Ultimately, we hoped to make fans feel like a bigger part of the NEEDTOBREATHE family, strengthening their relationship with the band and other Insiders.

Services

Art Direction
Brand Development
Creative Development
Digital Experiences

Music & Entertainment

digital environments

Outsiders to Insiders

The redesigned mark for The Insiders was inspired by the band’s breakout album The Outsiders, drawing from its distinct typography and palette.

Outsiders to Insiders

The redesigned mark for The Insiders was inspired by the band’s breakout album The Outsiders, drawing from its distinct typography and palette.

We designed and developed The Insiders site to strengthen fans’ relationship with the band and capture the passion felt at a live performance.

Mobile Fandom

We dramatically improved the mobile experience, focusing our efforts on the music player so that Insiders can easily play their favorite songs anywhere.

Mobile Fandom

We dramatically improved the mobile experience, focusing our efforts on the music player so that Insiders can easily play their favorite songs anywhere.

Measurable Results

In the first six months of the site launch, The Insiders program more than doubled the previous year’s paid subscriber count.

⁺100%

ecomm sales increase
in six months

6:29

average session
duration