AN INNOVATIVE HUB OF ENGAGEMENT.
The challenge presented to us was to design and develop an innovative website that targeted the global audience for Craig David, appealing not only to existing fans but also to new emerging fans. The key objective was to develop a website that would become the focus of all communications between Craig and his loyal fanbase and in turn become the ‘go to’ hub for anyone looking to engage with Craig David and his music.
It was essential that the site integrated with a user friendly Content Management System to allow Craig’s team to efficiently manage all content and brand assets.
The site would need to make intense use of social media integration to deliver real-time, fresh, current content through Twitter, Facebook, Instagram and SoundCloud.
It was also hugely important for the site to deliver a great experience through mobile and be compatible across the latest devices and browsers.
To provide a compelling solution to the brief, we quickly brainstormed, conceptualised and sketched out our plans for the site and delivered this back to the Universal team for buy-in before moving into visual conception. We made some quick decisions.
WordPress was chosen as the CMS due to it’s flexibility, ease of use and ability to create a scalable solution that would enable the website to grow as demand followed suit. It would also allow us to seamlessly integrate all the required social media platforms and deliver an immersive experience to Craig’s dedicated fans.
Craig lives by the mantra of “Eat Clean, Train Dirty” and as such, the design also needed to reflect that same positive, clear but edgy aesthetic. We landed on a design direction that was clean, functional, and rich in imagery, that would bring Craig’s personality into the site.
We rolled out the responsive features to make sure everything functioned seamlessly on multiple devices, utilising full width image banners as well as customising native social media API’s.
All of this was delivered via a concise and easy to manage CMS that empowered Craig to publish content (Live Shows, Events, News, Music and Videos) while the social feed integration provided an automatic real-time touchpoint to new music and Craig’s personal life.
STEPPING UP TO THE MARK
Our extensive planning and careful design approach enabled us to create a new online hub for Craig David that not only allows Craig to deliver new and exciting content directly to his army of dedicated fans, but also allows his audience to engage and interact with new music and continues to reinforce the Craig David brand.