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FOUR LADIES ONE SHOW


The best and most beautiful beginning to the New Year starts with good music. In 2009 The Frajle wanted to mark the new year by releasing their new sound on the Serbian music scene. The Frajle, “The Ladies”, are four female musicians—Nevana Buca, Jelena Buca, Natasa Mihajlovic, and Marija Mirkovic—who perform as a band whose soaring success story has been a media sensation in the Serbian and regional music scene. The Frajle knows that in the music and performance industry, success is contingent on style and a singular sound which sets you apart and makes you recognizable. The band decided that to really launch themselves into the limelight, they wanted to define their image and perfect their look. The Frajle hired Designer & Gentleman to help them make the best impression imaginable.

Designer & Gentleman conducted market research to customize the right brand strategy and positioning. We created their logotype, their band website, set up photo shoots, and designed promotions for The Frajle. They wanted to give their audience a stage performance representative of the quality of their music and the band’s potential to rise to the top of the popular music scene. To help them orchestrate this performance, they brought together a team of experts—including Designer & Gentleman—to craft the perfect environment both on stage and back stage. We were delighted and proud to be a part of this effort which has raised The Frajle to the level where they belong—with fans around the world, ever increasing numbers of engagements and performances, countless YouTube hits, as well as many awards for their standout talents.


VOJVODINA SOUND


Since the four ladies of The Frajle met in Novi Sad, the capital of the Vojvodina region of Serbia, they have tried to incorporate aspects of the regional aesthetic into their brand image in addition to weaving its musical heritage in their sound. Vojvodina, called “people square”, is a region influenced by many different European nations. It is famous for its traditional family values, excellent cuisine, and quality handcrafts. The tamburica, a small guitar-like folk instrument native to this region, which can be played solo or in orchestra, lent its simple notes to the synthesis of their sound.

The ladies of The Frajle wanted to weave the traditional sound and aesthetic of Vojvodina and its tamburica together with the sounds and other senses of the Cabaret, of Paris, of New York, and with the visual spectacle of the theater and performance at its finest. This is where Designer & Gentleman came in. Combining the cultural heritage of their home, with their dreams of big city lights and sounds, we crafted an aesthetic all their own. The logo was inspired by a traditional cookie from their region, and paired with the tag line: Four Ladies, One Show, lends their image a bit of spice which is echoed in their performances on stage around the globe.

FOUR LADIES, FOUR SIDES OF THE WORLD, FOUR DRESSING ROOMS


The Frajle is more than a simple music project. The ladies are more than just musicians. Over time they have become role models for young girls all over the Balkans. Each of the band members, in addition to being a talented musician, is highly educated with university degrees in areas of study as diverse as Psychology (Nevena Buca), Ecology (Jelena Buca), French Language (Natasa Mihajlovic) and Law (Marija Mirkovic). The artists of The Frajle have a deep respect for their audience and embrace their opportunity to promote good values with their fan base.

Early in their career they reached out to their audience by releasing covers of popular songs and publishing them on YouTube. Once these took off, it was all downhill.


“Ich Liebe Dich” SINGLE


The preparation for the release of the first single, “Ich Liebe Dich”, and the accompanying music video for their first original song release was a break through! Through a media blitz of music video promotion, live events, appearances on the most popular TV shows—such as Fairont Repbuica—and a growing YouTube following, with over 200,000 views in only 2 months, The Fraijle multiplied their fan base at an impressive rate. Their fan page on Facebook boasts more than 100,000 followers which is no small feat for this group of foreign performers who mostly sing in Serbian. Following the promotion of the first single, many new engagements and performances were booked. The next logical step was to prepare for the release of their first solo album.

Ich Liebe Dich


With the First Single “Ich Liebe Dich” (German- I Love You), which was followed by the music video, band has reached the top of every relevant music list in its part of Europe. After huge success and popularity this song becomes the recognizable item of these four girls and one of the favorite songs of their audience. You Tube official video have reached over 200k in less than two mounts, which we consider a big success according to the spoken language.

Watch video here

WORLD IS OUR STAGE


At first they paired their beautiful voices with only two guitars so their earliest performances had a simple sound—the focus was on their voices alone. Then over time they cultivated their sound, adding more instruments, and incorporating more visual elements of Cabaret into their performances until they became the phenomenon they are now. They have become well-known for performing in unusual places. For example, they put on a concert on an airplane for people en route to the Exit Music Festival. This performance at 10,000 feet was like no other before or after it.

Other performance of note were:

A concert at the power station in Uzice, 2010
A concert at the European Parliament in Brussels, Belgium, 2011
A concert in a shop window, 2012

AWARD WINING MUSIC VIDEO

BEST WEB DESIGN


Since the ladies present themselves as one side of the world, the Designer & Gentleman team laid the site out like a large grid, or schematic, split into nine parts. With simple navigation the site visitor can see the full content of the site. The home page displays enticing images of party scenes in Chicago and Charleston. There are more than 35 animated characters on the site and the whole page is based on one board with two navigation tabs.

One way to navigate the site is by using a regular menu with the labeled tabs to link to pages such as “About”, “News”, “Work With Us”, “Video&Gallery”, and “Home”.. The second is by using the compass. Each of the ladies of The Frajle make up one of four cardinal points on a compass rose—North for Jelena, South for Marija, West for Natasha, East for Nevena. Together they span the globe.


ONE PANNEL WEB SITE STRUCTURE



HOME PAGE ORGANIZATION



The Frajle- New media Campaigns

The Frajle- New media Campaigns


The Stamp new media campaign was one of the many creative components of our marketing strategy to promote The Frajle’s concert in Belgrade and their first album. We decided to echo the band’s travels and adventures by playing up the concept that adventures can be found around every corner. We turned urban landscapes into giant postcards by selecting some interesting, unique spots and “stamping” them with a 3x3 foot square poster advertising the band and the upcoming concert. The posters were designed with scalloped edges to look like a postage stamp that had been adhered to the corner of a life-sized postcard. The concept was to communicate that any corner of any city, any spot no matter how simple, can be magical in its own way and holds the potential for adventure. The stamps transformed images of urban landscapes into beautiful picture postcards and invited people to come to the concert and listen to the experiences of the talented ladies of the Frajle. There was a promise of a new adventure awaiting them at the show.

HIGH HEELS SINGLE

HIGH HEELS SINGLE


We began to work on a promotional strategy well in advance of the release of the single Stiklice (“High Heels”). Our concept was to create, design and build a 9-ft. tall larger-than-life replica of a woman’s high-heeled shoe made of various materials and covered in attractive leather. This big heel did all the work. It was placed in the main squares of cities in the region while the single was being promoted. Inside the heel was a music player with speakers so the audience could listen to the single while taking in this sexy, super-sized symbol of The Frajle. The result of this promotion was a media sensation including a flood of videos and pictures online and tons of fans queuing up to take pictures with the ladies. This promotion was the prefect usage of new media communication. With a minimum budget we spread the word about The Frajle and promoted the single with great success.

What Carnegie Hall Is To New York, The Sava Center Is To Belgrade.

CD PROMOTION:
OUR FIRST ALBUM
ON THE ROAD


The cooperation with these magical ladies continues. We designed their first album titled “Our First Album on the Road”. The design included: CD design, packaging, and carefully created booklets as a little gift with each CD. Each song on this album is presented on a special page that carries a unique “visual tone”. This long anticipated musical project far exceeded all expectations. The sales have been phenomenal and the praise of consumers has been echoed by the music critics. It has become the best-selling CD in the last 10 years, according to their official published PGP RTS.

By 2012/ 2013, The Frajle sold 7 circulation

CD PROMOTION:
OUR FIRST ALBUM
ON THE ROAD


The cooperation with these magical ladies continues. We designed their first album titled “Our First Album on the Road”. The design included: CD design, packaging, and carefully created booklets as a little gift with each CD. Each song on this album is presented on a special page that carries a unique “visual tone”. This long anticipated musical project far exceeded all expectations. The sales have been phenomenal and the praise of consumers has been echoed by the music critics. It has become the best-selling CD in the last 10 years, according to their official published PGP RTS.

By 2012/ 2013, The Frajle sold 7 circulation

The Frajle
for the first time
in Sava Center


What Carnegie Hall is to New York, the Sava Center is to Belgrade. In that part of Europe, if you can fill this concert hall with screaming fans, you have made it. It may not be the largest concert venue but it has a long tradition of excellent performances and garners the highest amount of respect. The Frajle decided to take on the challenge of performing at the Sava Center. They trusted Designer & Gentleman with the full media promotional campaign for this event. The result…Welcome to the concert on March 8th at 8:30P.M.

After an ambitious and wide-reaching tour where they promoted the songs from their new album, The Frajle reached the top of all the relevant music charts in Serbia, Croatia, Macedonia, etc. The album has become one of the best-selling albums in the Balkans and many of the songs have reached the top of the charts in the region (including three weeks at No. 1 on the MTV Adria list). The album also reached the top of the list of “Most Popular Items in 2013” from Dallas Records.

MAGIC CAR ON THE STREETS


After the economic crisis in 2009, the best way to achieve business goals has become combining marketing. In cooperation with Erste Leasing, the Frajle-Mobile was born! This unique and intriguing vehicle could be seen on the streets and draw the attention of all passersby. Whenever the band was preparing to perform in a particular city, the Frajle-Mobile would herald their arrival in town. Once again the enthusiasm of the fans and general public for the spectacle The Frajle creates was written large across the Internet in hundreds of photo and video posts.

Designer & Gentleman is still proud to be collaborating with The Frajle and currently preparing promotional designs for the new, second album. Get ready! The first single is coming out soon!

NEW LOGO AND DESIGN
FOR MUSIC CD


Cooperation continues. This time alleyes are on us, all ears are focused to hear anxiously what is coming next! New logo for second music CD called A Side Of Love Design by Nikola Vucicevic

AWARDS


2014
MTV VIDEO Play Awards
“ Pare vole me” and
"Fina" – MTV ADRIA

2013
Runjic Award, Split, Croatia
Naxi Radio - Best song in 2012 - Fina, Serbia

2012
Popularity oscar for the best pop band, Republic of Srpska
‘’Zlatna Bubamara’’- Award for the best band of the Balkans, Macedonia

2010
‘’Good Feeling’’, The Men, Edition The Men of the Year, Serbia

2010
Best Web Design
Griffin Festival
Best Graphic Competition in Serbia

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