Music
YEEZY
2024
UI Design
YZY
background.
In early 2024, I joined a team to design the YZY app, a digital HQ for Kanye West’s brand. The goal was to create a platform where music, messaging, and merch could live independently—free from the limitations of third-party platforms. The product needed to reflect the Yeezy brand at every touchpoint: disruptive, direct, and deeply connected to culture.
problem.
Kanye West was losing control over his revenue, voice, and audience due to streaming platforms, social media bans, and third-party gatekeepers.
Streaming services paid pennies. Social media bans silenced his communication. Corporate partners disrupted product distribution. He needed a centralized space where no one could mute his message or block his reach.
solution.
We designed a platform that gave Kanye his power back. A direct, uncensored way to share his work and connect with his community.
Over four weeks, we took the YZYVSN app from concept to completion. I led the design of the homepage, media player, and shop, ensuring every screen captured the Yeezy identity. The platform allowed users to stream or buy music, receive direct updates, and purchase $20 YZY clothing—cutting out traditional gatekeepers entirely.
results.
We built more than an app—we built leverage, independence, and proof of what design can do under pressure. The work was strong enough to be acquired by Yeezy.
From a business perspective, delivering a fully realized, self-owned platform gave Kanye a strategic asset—demonstrating he could distribute music, connect with fans, and sell products independently. Even without a public launch, the completed app likely strengthened his negotiating power with partners and platforms.
From a design standpoint, this project pushed me to lead high-stakes execution under intense timelines and shifting creative direction. I maintained brand integrity across every screen, contributed to a collaborative team culture, and leveled up my ability to manage ambiguity with clarity. It taught me that impact isn’t just about what ships—it’s about what shifts because of the work.
prototype.
This video demo highlights the YZY prototype—designed to bring the Yeezy brand to life through bold visuals, intuitive navigation, and a seamless user experience. From the home screen to the media player and shop, every frame reflects the brand’s distinct identity. The walkthrough captures how we translated vision into product, using motion, layout, and storytelling to craft a digital experience rooted in culture.