Transforming Brands

Craig David

An Immersive experience for a global superstar
services provided
Content Strategy
Information Architecture
UI/UX Design
Front-End Development
WordPress CMS
"To the Nephew boys. Thanks for everything. Really, really appreciated."
Craig David
Brief Summary

Build an immersive, engaging, fan-focused website for one of Britain's best loved musicians.

Craig David needs no introduction. Known around the world as a singer and songwriter, Craig has amassed over 20 UK Top 40 singles, and seven UK Top 40 albums, selling over 15 million records as a solo artist. In recent years, Craig has been equally as prolific as a producer and DJ, launching his weekly radio show - TS5 - on Capital Xtra.

With so much history and content, Craig's management wanted to relaunch his personal website to let fans engage in more depth, promote live shows and explore his discography.
The Process
Surfacing content was our main aim. We wanted to allow fans to dive into the treasure trove of music, videos, and photos that Craig has amassed over the course of his career. Our team spent a huge amount of time poring over reams of content to select key moments and to organise them so they can be found easily.
Craig David is an upbeat, vibrant and positive personality. One of our main tasks was to redesign the site to reflect his character. We used a combination of bold and slick typefaces — Druk and Sailec — alongside a wide gamut of energetic colours to reflect Craig's character.

The key centre-piece of the site was the discography section that allowed fans to view Craig's back catalog and listen to snippets of albums. We wanted this to be a super slick experience, so we built a horizontal scrolling takeover page that allowed music to take the spotlight.

Displaying exceptionally on all devices, to ensure a professional and accurate representation of the global superstar.

To get buy-in from the management team, we prototyped the page designs in Webflow so they could see how the site performs in the real-world before we completely coded everything. Once approved, we built the site with a WordPress CMS so that the management team had control over every element on the site.

The live area was totally automated by date and time so that when shows passed their allocated dates, they were automatically removed from the site. Gold-dust for the management team.
The Outcome
After launch, site engagement metrics increased alongside visitor numbers. Live show requests increased by 10% and streams through digital channels went up.
"The team are all fans of Craig and his music, so it's been a real labour of love for us to deliver an experience that reflects his personality and allows fans to dive into his illustrious career."
Ben Morgan, Head of Creative, Nephew

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