We designed a new website that we think is much better suited to the Taylor Swift we’ve all come to know and love. She’s not a little girl in cowboy boots anymore, and her old, outdated website failed to evolve with her rapidly changing style and the maturing themes of strength and confidence that her music now represents. Using a new color scheme and adding her personal signature on the uppermost corner of the website to add consistency and enhance brand identity, we chose a minimalist design that highlights her youth while adding a touch more sophistication. The new design layout provides a vast improvement in organization and responsiveness, with the upgraded UI/UX gives visitors a more fun, interactive experience.
Just from taking a look at the home page, you can see that we’ve added a variety of new features: a concert tours calendar, video player, and social media integration. We also tried something different by adding TS Closet—a “lookbook” where fans can discover specific items of clothing and accessories favored and worn by the young style icon, as well as an online store where fans can purchase branded merchandise.