Roy Dahan

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 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.

Email — Mid-Beginner collection

Print store — Photography & Wall Art

Product page — Revelation II

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. One that can sell a piano book at midnight, welcome a new Hebrew-speaking fan with exactly the right message, and make a first-time visitor feel like they already know the music.