Case study: D R Λ I
D R Λ I is a living project built and operated entirely in-house by DRAI Digital Ltd. It exists as both an artistic universe and a practical demonstration of how narrative, technology, and systems design can work together without chaos.
The challenge
The goal was not simply to launch an artist website or release music. The challenge was to design a system capable of supporting:
- A long-term narrative universe
- Multiple releases and content formats
- Clear separation between art, operations, and monetisation
- Full ownership of assets and infrastructure
- Scalability without constant rebuilding
What we built
Web:
- Hand-coded artist site (HTML/CSS) for performance and longevity
- Separate studio site focused purely on services and monetisation
- Clear architectural separation between art and business
Systems:
- Microsoft 365 tenant with clean permissions and file structure
- Clear separation of creative assets, business operations, and releases
- Email, storage, and collaboration configured for solo + future growth
Workflow & automation:
- Release and asset pipelines designed for repeatability
- Simple automation to reduce admin overhead
- No fragile or over-engineered tooling
Key decisions
- Avoided CMS platforms to retain full ownership and control
- Kept systems intentionally simple to reduce cognitive load
- Separated proof (artist) from pitch (studio)
- Designed for extension, not constant iteration
The outcome
The result is a coherent ecosystem where:
- The artist project stands on its own creatively
- The studio operates with clarity and discipline
- Infrastructure supports growth rather than constraining it
- Every component can evolve independently
What this proves
This project demonstrates how DRAI Digital Ltd approaches work:
- Clear thinking before tools
- Ownership over convenience
- Systems that serve humans, not the other way around
- Calm execution without unnecessary complexity