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Special Project

Special Project NEW! Website Relaunch

Entered in Campaign by a Black-Owned Business


REVOLT, the leader in global hip-hop culture broadcast and media, wanted to evolve its online identity and website into a destination for the future generation. REVOLT approached L+R to build a forward-thinking digital experience that would empower the organization to deliver powerful stories that engage visitors and showcase black artists with new media formats and a user experience that delivers relevant content across all of the organization's properties and channels.



Strategy has very high engagement with their content on websites other than their own, for instance, over 600 million views of their content on YouTube. With that large amount of data, the teams at REVOLT and L+R were able to analyze the flow of users from the website usage data, content networks like YouTube, and the flow of social media users interacting with their content. This was then visualized with a series of journey maps that were used as the basis for the strategic information architecture of key website landing pages as well as the holistic user experience. Focused on using video content to draw in the majority of visitors, proprietary templates that allowed content to be reformatted for a native experience acted as a relevant landing page that could convert YouTube or TikTok users to the website content seamlessly. This also allowed the site's editorial team to produce beautiful short and long-form interviews and articles with migrated content from the previous site. Combined with a strong brand vision and powerful video-first design, REVOLT is able to quickly generate engaging content across all of its channels. 


The relaunch of reimagines the website as a video-first destination for hip hop culture. receives millions of unique visitors per month, and the teams succeeded in delivering a site that fully captures the organization's ethos. Most importantly, the video-first design ensures that users have an enjoyable experience regardless of which device they use. Because of REVOLT's massive archive of content, each visitor can tailor their own experience based on the types of content they prefer, resulting in increased engagement overall.


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