Explorers Club’s vibrant website for Atlantic Records UK brings the music label’s IRL to its URL
“We wanted the user to have a unique experience with every visit of the site,” London-based creative studio Explorers Club tell us, “as with anything alive it is constantly changing, similar to how you experience the music of Atlantic Records IRL,” they add; discussing their strategy and website design for Atlantic Records UK.
“The header visual is updated with content each week,” they contextualise, “and presents itself as a distinctive platform to highlight the artists with every reload,” electric with every refresh due to the energetic colour palette and subversive, lo-fi web experience. “The ambition of the brief was to create the same energy of Atlantic’s IRL on the URL,” Atlantic Records’ Creative Director Luke Tipping, recalls. “That sweet spot between order and chaos is where the new URL sits,” he remarks, a vibrant balance neatly struck by Explorers Club’s equally kaleidoscopic choice of typefaces.
“We used a combination of TeX Gyre Heros, PP Editorial New Italic and PP Mondwest,” the studio recall, harnessing the typefaces to explore both the energy of the featured artists and the arresting familiarity of the music industry’s typographic legacies. “They represent the different voices and personalities who interact with Atlantic Records,” they conclude, “a harmonious blend of type choices to signify the experience of the brand, the artists, and the audience,” all coming together under one digital roof – a platform that afforded Explorers Club the space to demonstrate the brand’s personality.
With gyroscopic features, clashing colours, seamless immersion and a refreshingly spontaneous energy, the mood of Atlantic Records UK’s digital experience is nothing if not subversive, challenging what we expect from professional, large-scale brands whilst embracing the expression and creativity that got them there.