Red Bull Records is Red Bull's independent record label. Their diverse roster includes artists like AWOLNATION, Beartooth, Five Knives, Itch, New Beat Fund and Twin Atlantic. We worked on User Experience, User Interface, Front-End and Back-End Development.
The Red Bull Records artist roster and general attitude towards making music is what you can graciously call unconventional. We knew immediately that the team and website visitors would not accept the status quo so we were challenged with creating a cutting edge website that could serve rich media in a fresh and functional way.
We never just jump straight into design. For this project we spent a good deal of time conducting UX research, building out proto-personas, users journeys, and visual storyboards in order to map the who, where, and how for all potential site users.
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.
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.
There were numerous iterations of wireframes for the most complex pages across desktop and mobile.
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.
The mobile menu interaction includes a clean take over and a refined menu to help users get to where they want to be quickly.
We created a custom loading screen animation so that the user is aware that exciting content is on its way.
The ability to share content across social channels is very important for this audience so we created a nested menu that scrolls the page with users, making it easy to post across networks.