Red Bull Records

We worked with Red Bull Records to build an experience that defies conventional website design.


  • Brand strategy
    Design Thinking
  • UX Design
    UI Design


One of our main goals was to serve artist and label content in a new, engaging way. We had to think outside of the box for this and that is exactly what we did. While most website layouts rely on rectangular "boxes" to contain bits of information, we explored the unconventional use of triangles.


Their artist roster and general attitude shows that Red Bull Records isn’t a conventional record label, therefore a conventional website wouldn’t be enough. This is not the first site in Red Bull’s network to follow this path, other ones (most notably Red Bull Music Academy) have pretty cool and unique designs. There were high expectations to meet!



We worked with Red Bull Records and the stakeholders for the larger Red Bull brand to keep essential elements of the widely recognized style guide intact, while evolving it specifically for the record label's web experience and UI. With some additional front-end development, we were able to repeat these triangular boundaries, achieving a sense of stacking and order that is highly unique to Red Bull Records.

  • Rectangle@2x


The website launched to great success. the site has won numerous awards and the label has been able to expand their roster by 200% since launch.

Red Bull Records
Nic Chang

Toi was flexible and patient throughout the entire process, from pitching to delivery. If I was an eBay buyer I would rate A++++++ would do business with them again!!

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