Case Study: Heartbeat Drums – Hand Drum & Percussion Classes

This project stands out as one of my favorites due to its connection to music and the creative challenge of integrating rhythm into the visual identity. Heartbeat Drums, led by Mike, offers hand drum and percussion classes that emphasize the benefits of drumming, such as fostering a sense of belonging and community.

Project Goals

Mike approached me to create a logo and flyer/poster to promote his drum classes locally. He wanted the branding to reflect the welcoming and inclusive nature of his classes, as well as the transformative power of drumming.

Immersing in the Experience

To truly capture the spirit of Heartbeat Drums, I attended one of Mike’s classes. During the session, Mike taught the “Welcoming Song,” Funga Alafia—a beautiful West African song expressing greetings of peace, health, and blessings. While photographing the session, I also captured video and audio of the class in action, which later became a key inspiration for the project.

The Creative Process

• Logo Design: Using an audio clip from the class, I uploaded a section of the Funga Alafia song to a visualizer (www.misha.studio) and transformed its unique wave formation into the Heartbeat Drums logo. This process ensured the design was deeply personal, resonating with the rhythm and inclusivity of the drumming experience.
• Print Collateral: The flyer and poster carried forward the same rhythmic and welcoming theme, showcasing the vibrant, communal essence of Mike’s classes.

Outcome

Mike’s logo isn’t just a design—it’s a story. He can now share with potential clients how his class became an integral part of his branding, symbolizing a space where everyone is welcome and can embark on their drumming journey.

This project beautifully demonstrates how branding can extend beyond visuals to create meaningful, memorable connections.

Tools Used

Heartbeat drums information poster for passers by.