Project Overview
Evolving a brand and crafting experiences that mirror artist growth
Our journey with Alessia Cara began with a vibrant, playful website design that captured her early career spirit, featuring cloud backgrounds, a bold accordion layout, and a palette of pinks, purples and oranges. This site, which drew over 50,000 visitors monthly, reflected her youthful energy and established her digital footprint. As her artistry matured with releases like Love & Hyperbole, we were entrusted to redesign her site, shifting to a vintage, moody aesthetic that embodied her transition into a confident, lipstick-wearing powerhouse in the music industry. Twice, we’ve intertwined our expertise with her evolving brand, crafting digital experiences that mirror her growth.
The Challenge
Evolving brand with audience
The Process
Vibrant playful to confident mature.
Discovery & Moodboarding
Analyzed initial colorful moodboards for the first site and later reviewed Love & Hyperbole inspirations to guide the mature redesign.
Concept Development
Crafted the accordion layout for the first site and transitioned to a streamlined, vintage layout for the second, aligning with her artistic evolution.
Design & Iteration
Developed playful cloud-based visuals initially, then iterated with moody, vintage aesthetics, incorporating client feedback at each stage.
Launch & Optimization
Launched both sites, optimizing the second for user navigation and performance to support Alessia’s growing, mature audience.
The Results
The first website’s playful design achieved over 50,000 monthly visitors, solidifying Alessia’s early online presence. The second site, with its vintage, badass aesthetic, not only met her vision but also maintained high engagement, reflecting her successful brand maturation. Visitor stats for the new site are pending, but early feedback indicates a strong connection with her evolving audience.
Average session length
+ 6 seconds
Page views per session
+.52%
Customer bounce rate
-3.7%
Monthly visitors
+10,000
