The Rock & Roll Hall of Fame is mostly known for two things: their museum in Cleveland and their annual induction ceremony. They’re incredible experiences (see: Prince’s iconic 2004 guitar solo during “While My Guitar Gently Weeps”), but they’re limited to a once-a-year moment and a single location that not everyone will have the chance to visit. 

To fill this gap in their lineup, we reimagined RockHall.com as a destination in its own right—taking it from just a place you’d go to buy museum tickets to a headlining brand experience that’s always on and accessible from anywhere in the world. 

Our vision? Create “the internet’s favorite rock and roll rabbit hole,” a place to get lost in the artists, stories, and delightfully unpredictable spirit of rock & roll. Where one click leads to five more and suddenly you’re tracing the line from your favorite artist back to the legends that inspired them.

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✧ WEBBY NOMINEE CULTURAL INSTITUTIONS
✧ WEBBY NOMINEE MUSIC
✧ COMMUNICATOR AWARD ARTS & ENTERTAINMENT
✧ COMMUNICATOR AWARD CULTURAL INSTITUTIONS


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We made it fun and easy to explore the legacies of more than 400 Inductees, telling their culture-defining career stories by bringing together legendary ceremony performance videos, iconic acceptance speeches, commissioned essays from leading rock historians, and never-before-seen artifacts from Rock Hall’s unparelleled archives.

As a part of RockHall.com’s reinvention, we created some brand-new interactive features that bring all the energy and attitude of rock & roll to life online, turning the experience into an ongoing destination for fans.

• Sonic Connections, an interactive editorial series that traces songs back to their rock & roll roots—where users control the sound with their scroll to literally hear the connections.

• RRTV, a dedicated place to drop in and watch the Rock & Roll Hall of Fame's best video content, from iconic ceremony performances to exclusive interviews and more.

• Cover Story, a Wordle inspired mini-game where players try to guess the iconic album in the fewest tiles possible for ultimate bragging rights.

Turn the volume up and press play for a sizzle celebrating the full scope of the project. 

I was the creative director on this work, collaborating closely with our client partners at the Rock & Roll Hall of Fame Foundation, the museum teams in Cleveland, and our incredibly talented Grow team to bring this project to life. Beyond the fun of the work itself, bonus perks included getting to attend the annual Induction ceremony and a tour of the museum’s library and archives. 

Made at Grow