Beyoncé / Columbia Records
To expand Beyoncé’s digital profile, creating a unique visual experience that extends beyond just her beauty and her music.
Process & Methods
We pulled all existing site analytics to determine what content was most valuable to fans. We also discussed marketing initiatives with both the management team and label. Lastly, we spoke with her brand ambassador / stylist to gain unique insight into who Beyoncé wants us to bring forth in the experience.
We aimed to make a digital magazine called “On Beyoncé”. This would be a content driven site with a fully integrated e-commerce experience. We created several content programs, a monthly guest editor that would tell the content through their lens of Beyoncé, a way to make custom versions of her videos and this is all in addition to the music and tour content fans would be looking for.
After winning the pitch, we started working on various visual treatments. I worked closely with her personal creative director to steer the look and feel in the right direction. Away from precious and pretty and towards strong, edgy and forward.
We won the pitch and started expanding the designs and developing the site.
UX & Design: Myself, Eddie Velez (Principle AD), Todd Ryan, Mike Calamusa, Laurel Gerber, Jessae Brown
Development: Shawn Gregg