2026
THE LIGHTNING LAUNCH
Rachel Molenda
A bold new brand and website launching a multi-hyphenate creative into her next chapter.
Overview
Rachel Molenda is a Toronto-based DJ, MC, consultant, and the founder of REUNION Dance Party.
With a loyal community on social media and the city’s events scene, she needed a brand and website that could bring every side of her work together and make it easy for event planners and brands to book her.
The Challenge
This wasn't a redesign. It was a launch into a whole new chapter. When Rachel reached out, her site was a holding page that read "BRB. Something new is cookin'…"
She already had a loyal following online and in Toronto's events scene, so the new brand needed to:
Feel unmistakably her: bold, magnetic, and true to the energy her audience knows
Bring four roles (DJ, MC, consultant, founder) under one clear identity
Elevate her credibility as a professional booking option
Give event planners and brands the confidence to book her
The Approach
Every decision started from strategy, so the brand and website would feel unmistakably Rachel and lead visitors straight to booking her.
The approach focused on three key areas:
1. Strategy before style: A custom questionnaire and kickoff call became a full brand strategy brief covering positioning, visual and voice direction, and the sitemap.
2. A brand with an icon: Inspired by marks like Pacha's cherry and Keinemusik's cloud, the identity centres on a custom silhouette of Rachel mid-movement in her signature bucket hat.
3. Built for bookings: Four clear services (DJ, MC, REUNION, and Consulting) and one clear action: Book Rachel.
Branding Direction
BOLD. REAL. ONE OF A KIND.
Primary wordmark + DJ RAE secondary mark, chosen from 3 directions each
Signature silhouette symbol of Rachel in her bucket hat
Custom metallic coin engraved with her silhouette and "remember who you are," her motto
6-colour palette: electric blue, sky blue, red-orange, amber, near black, off-white
Branded graphics like ticket stubs and concert wristbands, used throughout the site
All directions were presented in a full brand deck with mockups, and delivered with brand guidelines and final logo files.
Built From the Ground Up
Strategy: Questionnaire, kickoff call, brand strategy brief, and competitive research
Brand: Logo suite, silhouette symbol, custom coin, palette, typography, and brand guidelines
Copy: All website copy, a full FAQ, brand voice guidelines, and SEO titles and descriptions
Build: A 4-page custom Squarespace site with a coded scrolling gallery, SoundCloud mixes, an ActiveCampaign newsletter, and a service-based inquiry form
Launch: Domain transfer, handover, tutorial videos, and a complete brand asset package
The Result
From "BRB" to ready to book.
Rachel went from a holding page to a complete brand and a website built to bring in bookings.
800+
visitors in the first two months
1 in 10
visitors reach her booking form
5
booking inquiries since launch
Results from launch (Aug 2026) to Oct 2026
What changed for Rachel:
Instantly recognizable. Her silhouette icon works everywhere, from a business card to a conference screen to the DJ booth.
Taken seriously. A polished, professional presence that gives brands and event planners confidence to hire her.
Easy to book. Planners can hear her mixes, see her services, and send an organized inquiry in a few clicks.
Built to grow. Full brand guidelines, asset files, and tutorial videos so she can scale and update on her own.
When the first design didn't fully capture her, I rebuilt the site from scratch. Delivering work clients truly love is a core value at DEEMATTAR Studios.
Testimonial
"Deema is THE BEST. So talented. So passionate. So creative. So committed to bringing your vision to life and not stopping until you're happy with it. She has a thorough process to make sure she really understands your brand and then brings it to life in a way you didn't even know was possible. I am SO glad I found Deema for all my design needs now and in the future and I would recommend her over and over again.”
Rachel Molenda
DJ & Founder, REUNION Dance Party
Homepage Hero Section (Desktop) — A bold, high-energy first impression that introduces Rachel as a DJ, MC, and REUNION founder in one line, with "Book Rachel" front and centre.
Homepage About Section (Desktop) — A quick introduction to who Rachel is and the experiences she creates.
Homepage Music Section (Desktop) — Her mixes are paired with custom artwork designed in her brand style, so planners can hear her sound and feel her world before they book.
About Page Hero (Desktop) — "Rachel. DJ RAE. Pivot Queen. Do-er of the damn thing." A personality-first opening that sets the tone for her story.
Newsletter Sign-Up & CTA Banner (Desktop) — A custom-styled newsletter sign-up that feels native to the brand, followed by a closing banner that invites visitors to "create something to remember."
Work With Me Page (Desktop) — Each service is broken down into its sound or approach, the experiences it suits, and select clients, so brands and planners know exactly what they're booking.
Contact Page (Desktop) — "Let's mix up some magic." A streamlined inquiry form with a service dropdown, so every request arrives organized and ready to respond to.
Mobile Experience — Fully responsive across every page, keeping her bold visuals, mixes, and booking path just as easy to use on a phone.
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