BUILDING A BRAND FROM THE GROUND UP: CALEMAY

OVERVIEW

CALEMAY, a multidisciplinary talent management company in the heart of Miami's nightlife scene, made its online debut. This industrial and hip collective was founded by Joshy Toyin-Moses, who approached me about establishing their digital presence from scratch. After reviewing CALEMAY's unique roster of artists, DJs, and creative professionals—each with their own aesthetic and niche—it was a no-brainer. I was excited to take on this new opportunity to cultivate a brand identity from the ground up alongside an amazing team.

THE CHALLENGE:

With no existing digital footprint, CALEMAY needed a comprehensive brand strategy that would position them as a credible player in Miami's competitive talent management landscape. The challenge was threefold: develop a cohesive visual identity that could flex across diverse talent personalities, create a digital platform sophisticated enough to attract industry professionals while remaining accessible to fans, and establish brand standards that could scale as the roster grew. The demographic audience was evolving nightlife enthusiasts, music industry professionals, and brands seeking talent partnerships—all requiring different touchpoints and messaging strategies.

THE STRATEGY:

PART 1: BRAND IDENTITY DEVELOPMENT

I began by conducting discovery sessions to understand CALEMAY's vision, values, and positioning within Miami's music scene. The name itself—a fusion of elegance and edge—informed the visual direction. I developed a brand identity system that balanced industrial aesthetics with refined typography, creating a look that felt both underground and upscale.

Visual Identity:

The design language drew inspiration from Miami's architectural contrast—where art deco meets modern minimalism. I established a flexible brand system using bold typography, a curated color palette mixing warm tones with industrial grays, and photography guidelines emphasizing authentic moments over staged perfection.

PART 2: DIGITAL PLATFORM CREATION

Website Architecture:

I designed and developed a custom Squarespace website that served as CALEMAY's digital home. The site architecture prioritized artist storytelling—each talent received a dedicated profile showcasing their unique sound, aesthetic, and background. Navigation was intuitive, allowing visitors to explore by artist, genre, or upcoming events.

Content Strategy:

Working closely with the CALEMAY team, I developed content guidelines for presenting each artist authentically. This included photo shoot direction, copywriting frameworks for artist bios, and social media integration. The goal was to position each artist with their own narrative while maintaining CALEMAY's cohesive brand standards.

Responsive Design:

Recognizing that most users would discover CALEMAY through mobile devices at venues or social media, I ensured the website experience was seamless across all screen sizes, with fast load times and thumb-friendly navigation.

PART 3: LAUNCH & POSITIONING

The website launch coincided with CALEMAY's roster announcements and event debuts. I created launch assets including social media graphics, press materials, and promotional content that established CALEMAY's presence in Miami's nightlife ecosystem.

THE RESULTS:

The final deliverable was a sophisticated digital platform that successfully positioned CALEMAY as a boutique talent management firm with serious credentials. The website became a central hub for booking inquiries, press features, and fan engagement. The brand identity system proved flexible enough to accommodate diverse artist personalities while maintaining visual cohesion—a critical success factor as the roster expanded.

By establishing clear brand standards from day one, CALEMAY was able to scale their operations while maintaining consistency across all touchpoints. The website served not just as a portfolio, but as a positioning tool that communicated professionalism to industry stakeholders while remaining accessible and exciting for fans.

Most importantly, the project demonstrated how thoughtful brand strategy and digital design can elevate a startup operation into a recognized player within a competitive market—all while staying true to the founder's original vision of celebrating diverse talent with authentic storytelling.