DJing Starts Here is a high growth music and technology company co-founded in 2002 by Jam Master Jay. Scratch has three vertices: Scratch DJ Academy, Scratch Weddings, and Scratch Events. I was in charge of reimagining and recreating

DJing Starts Here

In 2015, I was tasked with goal of reimagining and recreating Scratch Music Group is divided into three vertices; Scratch Weddings (provider of wedding DJ), Scratch Events (provider of corporate event DJs), and Scratch DJ Academy (which teaches people to DJ). The challenge was to create an integrated experience in which all three of these vertices could live.


Reimagine and recreate 

Target Audience
  • DJs
  • DJ Enthusiasts
  • People looking to book DJs
  • Brand Style Guide Creation
  • Graphic & UI Design
  • Prototype Design
  • Lead UI developer
Built With
  • Ruby on Rails
  • LocomotiveCMS
  • Angular JS
  • Optimizely (A/B Testing)
See Live (Spoiler Alert)

The Approach / User Research

The Approach

Before beginning, I led the team surveying 50+ people in our target audience to learn about their thoughts on DJing and understand their ideas on the new design options for

User Research

One of the great things about working at Scratch was that a major amount of Scratch’s target audience took classes upstairs in the academy. The look and feel I wanted to evoke was, exciting, cool, and friendly.


Creating Scratch’s new look Find all your DJ needs

The main goal of was to create an entity where people could go to immediately access three of the company’s main features: booking an event DJ, learning to DJ, and booking a weddings DJ.


Final Designs

What We Delivered

I was lucky to work alongside a amazingly talented team to create the new and improved All in all, I’m proud of what we created.

  • Graphic Design
  • Web Design
  • Web Development
Scratch Music Group, Inc


Want to see in action?

See where DJing lives