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Armando T. Dahan

Local pieces, profiles, scenes, and the occasional thing I couldn't stop thinking about.

Marketing

The work behind
the work.

Brand strategy, creative direction, digital infrastructure. The projects where I owned the whole picture — not just the copy.

Roy Dahan
Creative Direction · Brand Strategy · Email Marketing · Web
Visit roydahan.com →
4.4M
YouTube views
238K
Spotify streams
1,635
Email subscribers
3
Automated funnels
The problem

Roy Dahan is a Tel Aviv-based singer-songwriter, piano composer, and photographer with a growing international audience — fans in English, fans in Hebrew, and not much holding it all together. He needed a complete digital presence: somewhere to house his music, sell his piano books, grow a real email list, and speak authentically to two distinct audiences in two languages.

My role

My role was to figure out what Roy's digital world should be — and then make sure every piece of it reflected that vision. I directed the design and user experience of the full site, shaped the brand identity, wrote all copy in English and Hebrew, and oversaw the launch of the piano book series and print store.

I also conceived and directed a complete email marketing system: three automated funnels, segmented audiences, and three fully branded email templates — each one written to feel personal, not promotional. The technical build was a collaboration. The creative vision, the copy, the strategy — that was mine.

Creative direction Brand strategy UX & design direction Copy in English & Hebrew Email marketing 3 automated funnels Piano book series Print store launch Graphics & visual identity
The work
Roy Dahan website hero View
Website hero — roydahan.com
Mid-beginner piano email View
Email — Mid-Beginner collection
Photography print store View
Print store — Photography & Wall Art
Photography product page View
Product page — Revelation II

"Dahan's beautiful music is tough to explain but easy to love — the only thing for sure is its beauty."

— Stephen Carradini, Independent Clauses
The result

4.4 million YouTube views. 238,000 Spotify streams. 1,635 email subscribers nurtured through a system built to grow alongside Roy as his audience expands. More than the numbers — Roy now has a digital home that feels like him.