Design Meeting with Tony (30 Min) (Kathryn Allison) - June 09

VIEW RECORDING - 25 mins (No highlights)

Meeting Purpose

Define the vision and strategy for Kathryn Allison's website redesign.

Key Takeaways

• New Brand Identity: Shift from a "Broadway performer" to a "music artist who also acts," aligning the site with a long-term goal of TV/film work.

• Design Direction: A simple, avant-garde, and timeless design (inspired by NAO) to create a "fun and mysterious" vibe that lets content shine.

• Technical Plan: Upgrade the site from a classic Squarespace version to the latest platform for greater design flexibility, starting with a "parking page" to manage the transition.

• Next Step: A 90-minute "Blueprint Call" to define business goals and a content strategy that supports the new brand direction.

Topics

Problem: Current Site Misalignment

• The current website feels "busy" and misrepresents Kathryn's artistic identity.

• It positions her primarily as a "leading lady," which doesn't reflect her desired brand as a "music artist who happens to have done Broadway."

Solution: New Brand & Design Strategy

• Long-Term Goal (2036): Prioritize TV/film work and plays, with music as a hobby. The site must support this transition.

• Design Principles:

  • Simplicity: A clean, pared-down aesthetic.

  • Avant-Garde: Expressive, individual, and "fun and mysterious."

  • Timelessness: A classic, flexible framework where content (photos, videos) can be easily updated without a full redesign.

• Inspiration Sites:

  • NAO (thisnao.com): Primary inspiration for its simple, four-corner layout and "drawer-like" music section.

  • Jalyn Josie: Idea for a custom signature element.

  • Cecile Meclon-Savon: Example of a site that evolves with each new artistic era.

Implementation Plan

• Platform: Remain on Squarespace for its artist-friendly features and mobile app.

• Technical Upgrade: Upgrade the site from a classic version to the latest platform, which offers more design flexibility.

• Phased Rollout:

  • Phase 1 (Parking Page): Launch a temporary "coming soon" page to build excitement during the redesign.

  • Phase 2 (Content Sections): Create dedicated pages for Film/TV, Theater, and Music to clearly segment content for different audiences (e.g., casting directors).

• Key Features:

  • Custom Signature: Digitize a handwritten signature for a personal touch.

    • Note: Use a first name or initial to prevent potential legal misuse.

  • Bandsintown Widget: Integrate this tool to display tour dates, which feeds to Spotify, Apple Music, and Google results.

Next Steps

• Kathryn:

  • Schedule the 90-minute "Blueprint Call" using the link from Tony.

  • Create a handwritten signature with a Sharpie on white paper for digitization.

  • Claim the Bandsintown artist profile at artist.bandsintown.com.

  • Upload all photos and media to the shared Google Drive.

• Tony:

  • Send the link for the "Blueprint Call."

  • Send the Google Drive link for content consolidation.

K Allison - Full Digital Blueprint - June 16

VIEW RECORDING - 91 mins (No highlights)

Meeting Purpose

To blueprint Kathryn Allison's career rebrand and digital presence.

Key Takeaways

• Strategic Rebrand: Shifting from "Kathryn Allison" to "Kay Allison" to align the brand with a new, authentic identity and career focus.

• Career Pivot: Shifting revenue from 95% theater to a target of 65% Film/TV and 15% Music, prioritizing quality roles and high-profile gigs (e.g., pops concerts, cruise lines).

• Digital Overhaul: Upgrading the Squarespace site to 7.1, launching a temporary "parking page," and building a new site that prominently features Film/TV and Music.

• Audience Ownership: Implementing Google Workspace for professional email management and building a robust email list as "digital insurance" to own the audience directly.

Topics

Career Strategy & Revenue Pivot

• Current Revenue (5-Year Average):

  • Theater: 95%

  • Music: 4% (from background vocals, VO)

  • Film/TV: 1% (from VO)

• 2037 Target Revenue:

  • Film/TV: 65% (45% TV, 20% Film)

  • Music: 15% (pops concerts, cruise lines, private events)

  • Theater: 20% (quality roles over long runs)

• Ideal Collaborators & Projects:

  • Film/TV: Female writers (e.g., Michelle Buteau, Quinta Brunson, Issa Rae), queer stories, dramedy (e.g., Mythic Quest, Survival of the Thickest).

  • Theater: Heart-centered, grounded stories (e.g., Purpose, Liberation).

  • Music: High-profile gigs (pops concerts, cruise lines) and private events.

Brand Identity & Rebrand

• Name Change: "Kathryn Allison" → "Kay Allison."

  • Rationale: To align the brand with a more authentic, queer, non-binary identity, moving away from a perceived "perfect Broadway Black excellence" persona.

• Digital PR Strategy:

  • Google Knowledge Panel: Claim the existing panel for "Kathryn Allison" to authorize the rebrand with Google.

  • Domain: Find a unique domain (e.g., kayallison.me) to avoid confusion with an existing author named Kay Allison.

  • Consistency: Execute a simultaneous name change across all digital platforms (social, Spotify, AEA, SAG) to establish the new brand.

• Brand USP: Explicitly state identity (Black, queer, non-binary) in bios to optimize for future AI-driven casting searches.

Website & Digital Hub

• Current Site: Squarespace 7.0; user-friendly but lacks the desired aesthetic and Film/TV focus.

• Phased Relaunch Plan:

  1. Upgrade: Migrate the site to Squarespace 7.1.

  2. Parking Page: Launch a temporary page with a photo, email signup, and links to agent info and the Ann Juliette show.

  3. New Site Build: Construct the new site on 7.1.

• New Site Structure & Features:

  • Homepage: Feature a rotating spotlight project (e.g., a film clip, new single) to control the narrative.

  • Navigation: Prioritize Film/TV and Music to reflect the new career focus.

  • Content: Use video clips for Film/TV and interactive album art for Music.

  • "About" Page: Incorporate a vintage, mixed-media aesthetic.

  • "Organizations" Page: Add a page to highlight supported causes.

  • E-commerce: Remove the current shop to simplify operations and reduce costs.

Email & Audience Ownership

• Professional Email: Migrate from Gmail to Google Workspace for a professional domain email (e.g., hello@kdomain.com).

  • Aliases: Use aliases (e.g., concerts@, team@) to compartmentalize inquiries and filter fan mail.

• Email List as "Digital Insurance":

  • Goal: Build a robust email list to own the audience directly, providing a reliable channel independent of social media platforms.

  • Strategy: Drive traffic from social media to the website for email signups.

Next Steps

• Tony:

  • Prepare a proposal with two options: a core package under $3k and a premium package with advanced features (e.g., animations) for $3k–$4k.

  • Record a video walkthrough of the proposal to send to Kay.

• Kay:

  • Review the proposal and video upon receipt.

  • Begin exploring available domains using Namecheap's Beast Mode tool.