taylor swift
I designed the hub for Taylor Swift’s era to create a seamless, fan-first experience during a time when tickets were notoriously hard to get. The goal was to provide a one-stop shop where fans could access all show details in a way that felt more inviting and interactive than a typical tour website.
The hub featured a variety of engaging elements: a shop for official merch, a changeable era-themed skin that let fans explore visually through different album aesthetics, a hashtag gallery to showcase fan posts and foster community, venue-specific weather updates and location details, and integrated streaming for all of Taylor’s albums to keep fans immersed in the music. By combining practical information with playful, interactive features, the hub not only helped fans navigate the tour but also generated excitement around outfits, social sharing, and the overall era experience.
After The Eras Tour concluded, I transformed the site into a modular era archive where fans can explore each of Taylor Swift’s albums through music, merch, videos, photos, highlights, awards, and accolades. I kept the design modular to make updating content easy while maintaining a crisp, clean layout that feels timeless and adaptable to each era. This approach allows fans to navigate Taylor’s releases visually and interactively, ensuring the archive remains engaging and relevant for years to come.
For Sabrina Carpenter’s 2023 holiday album fruitcake, I designed a festive eCard creator that gave fans a customizable way to engage with the release and incorporate merch into their holiday celebrations. Fans could personalize and share digital cards featuring fruitcake visuals, lyrics, and product imagery, creating a fun, interactive experience that organically promoted the collection while deepening fan connection during the holiday season.
After the launch of Sabrina Carpenter’s Man’s Best Friend campaign, I developed a fan‑quiz that lives on her merch site and doubles as a smart engagement and data‑capture tool. After completing the quiz, fans received a tailored result that guided them toward merch pieces and content aligned with their personality or taste, making the merch experience feel less transactional and more personalized. By linking the quiz outcome to specific merch items and digital content, we didn’t just drive clicks and purchases, we deepened fan connection by inviting them into Sabrina’s world through an interactive, nuanced moment of choice.