AX AND THE HATCHETMEN.

NEW RECORD

1. The problem

   A Chicago horn-driven six-piece whose reputation is built on the live show, pushing a record at the same time. Streaming and social traffic already existed; what was missing was a destination the band controls where the release, the calendar and the store sit at the same level for an audience that came for the room.

2. The approach

   Paper-and-rust scrapbook language so a large lineup still reads as friends on the road rather than a corporate roster; a sticky horizontal photo rail for the tour archive; a fixed streaming dock and store handoff so listening and buying stay one gesture from the brand surface.

3. What shipped

   Live at axandthehatchetmen.netlify.app on REACT + VITE · MOTION.

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