This project was a full-scale redesign of country artist William Clark Green’s official website, transforming it into a modern, mobile-friendly platform that better reflects his sound, story, and stage presence. The goal was to create a cohesive digital experience that could support everything from tour announcements and merch sales to deeper fan engagement.
William Clark Green: Website Redesign & Brand Kit Refresh
Design Objectives
Our priorities going into this redesign were:
Develop a refreshed color palette rooted in earthy, grounded tones to complement William’s raw, Southern energy
Craft a site that felt gritty, authentic, and alive just like his performances
Build a system that was easily maintainable and functional for ongoing content updates, embeds, and commerce
Ensure mobile optimization and a seamless user experience across all devices
Color & Visual Direction
The new brand color palette drew from rich, natural tones, rusted reds, soft clay, sun-washed neutrals, and dusty greens, giving the site a warm and grounded feeling while maintaining a masculine, bold energy. These hues subtly evoke the Texas landscapes and stories that run through William’s music.
The visual direction was a careful mix of raw textures and clean structure, with animated elements (like subtle image fades and banner movement) adding moments of energy without overwhelming the content.
Site Structure & Features
The redesigned site includes:
Custom page layouts for Tour, Merch, Story, and more
Element animations to add subtle motion and interest to key visuals
Custom embeds for music players, videos, and tour integrations
Optimized mobile experience to ensure fans on any device get the full impact of the site
A modular backend for easy updates by the artist’s team or label
The Story Page: A Personal Favorite
While I’m proud of the full site, the “Story” page is a personal highlight. It was designed to visually echo William’s on-stage presence; dynamic, a little gritty, and full of emotion. The layout allows for storytelling with both words and imagery, offering fans a deeper connection to his journey. It captures that balance of heart and edge that makes William Clark Green so magnetic.
This redesign didn’t just update the look and feel, it brought new life to the digital identity of an artist who’s deeply rooted in tradition while constantly evolving. The site now stands as a true reflection of who William is and how he connects with his audience: , grounded, and unmistakably real.
