2025
Lorena In The Scene is my personal music blog covering rock music, alternative culture and the fan spaces on the internet that shaped it all. What started as a university project - designing a portfolio site for a made-up content creator - evolved into a space built around a genuine love of writing, a deep connection to the live music world, and an aesthetic that's loud, gritty and unapologetically itself.
Tools
Whimsical, Figma, Wordpress, Elementor
Industry
Music / Creative
Timeline
4 weeks
The project was always personal, built from the start with a specific aesthetic and a clear sense of identity. But evolving it from a concept into a fully live personal brand required a different level of commitment.
The main challenge was making Lorena In The Scene communicate its voice effectively. Different visitors arrive with different expectations: a casual reader, a music collaborator, a newsletter subscriber. Content hierarchy, typography and visuals all had to work together to express the energy and authenticity rock music without it ever feeling like just another music blog. Long-form writing had to feel scannable and engaging.
Functional tools like Mailchimp for newsletter subscriptions and Calendly for collaboration enquiries had to be integrated, ensuring practical interactions didn’t disrupt the communication of the blog’s identity.
Scattered stickers, handwritten scripts, and dark editorial-style post cards give every page a lived-in, rock-and-alternative feel, while Spotify embeds and imagery show exactly the personality of who’s behind the writing.
Different types of visitors can understand the site immediately. The latest blog posts appear directly on the homepage, so readers land straight in the content. Each post is structured to make long text easy to scan, with clear hierarchy, headings, and supporting images that break up the copy. Collaborators can quickly grasp the perspective and personality behind the platform, while the overall layout and visual language keep everything consistent with the energy of the rock-and-alternative scene.
Since launching, Lorena In The Scene has opened real doors: writing opportunities with larger publications, press invites to live events, and a growing presence in the live music scene. The foundation is there to scale into something bigger - a full portfolio of bylines, collaborations and music media features. The blog is just the beginning.
