Engaging fans of the world’s greatest hard rock band
When Live Nation approached me the official AC/DC fan club was Flash-based and hadn't been updated in ages. The new site needed to engage the band's audience in a new way while staying true to their legendary style.
AC/DC is one of the highest-grossing bands of all time. They've sold over 200 million albums worldwide over what can only be described as a legendary four-decade long rock and roll extravaganza. Redesigning their official fan club website was an enormously fun process. To do the band justice I immersed myself in AC/DC's music, history, and artwork to capture the mischievous chaos at the heart of their music.
Sketches & Comps
To emulate the band's energy I went to a loud bar and sketched loose concepts with a whisky in hand. Wireframes were provided by Live Nation, so I focused on defining style. I leveraged recognizable symbols like the band's Gibson and Gretsch guitars, Angus Young as a devil, and canons from the album art of For Those About to Rock We Salute You.
I brought several of the initial comps to high fidelity, and experimented with a variety of different image assets. The selected version featured an illustration of Angus Young's devil character peering out from behind the frame. The initial illustration was too cartoony, so I updated it to better reflect the style of the Rock 'n Roll Train concert video from the band's Black Ice World Tour.
The final design was approved by AC/DC’s manager and Live Nation’s CEO. It moved the site away from Flash in favor of an HTML site that would be more accessible on mobile devices, better integrate with social platforms, and introduce e-commerce capabilities.