Challenge
LiveArmy expanded to include a recording studio and live performance venue, but both were underutilized and not generating consistent revenue. As a growing music school, the brand needed visibility, a clear creative identity, and a way to turn its artistic activity into a sustainable marketing and revenue engine.

Strategy & Execution
I led the creative direction and campaign strategy to reposition LiveArmy as an active cultural hub rather than just a music school. Alongside partnerships with local municipalities and nearby schools, I designed and executed a series of recurring creative campaigns that combined live performance, visual branding, and digital content.
This included the launch of weekly street performances and the creation of LiveArmy Boutique, a branded live-show series featuring students, teachers, and independent artists. I designed the visual language for the events, created promotional assets, and oversaw the creative production of each performance.
Every show was filmed, edited, and distributed through newly launched YouTube channels, which I structured and branded as ongoing content platforms. This approach provided artists with high-quality exposure while generating a consistent stream of branded visual content that supported LiveArmy’s growth, awareness, and positioning.

Results
The creative campaigns generated sustained community engagement and repositioned LiveArmy as a recognizable local creative center. Studio and venue rentals increased, weekly performances became a recurring revenue stream through municipal collaborations, and the YouTube channels significantly expanded visibility. Over time, LiveArmy evolved into a well-known local cultural hub with a distinct creative identity and growing reputation.

Links
https://www.youtube.com/@livearmyboutique8914
https://www.youtube.com/@vibebylivearmy3387