I had the privilege of being invited by Elephant to spearhead the redesign of FX Networks as a key member of the creative team. In this dynamic role, I closely collaborated with FX Networks' leadership to conceptualize and implement the redesign. I assumed a pivotal position in leading and directing the UX strategy and design, reporting directly to Chief Creative Officer Chris May. Working alongside me were the talented Design Lead, Mark Freeman, and Senior Visual Designer, Ali Adams, forming a cohesive and powerful creative team.

Navigating a fragmented media landscape posed a significant challenge, as viewers became less concerned about the source of their content. However, this presented our team with an opportunity to strengthen the FX Networks brand digitally. We strategically adopted an immersive and editorial approach to showcase the distinctive, creative, and bold artwork produced for each show, while emphasizing micro-experiences tailored to individual shows. This approach allowed us to connect with viewers on a more personal and engaging level.

The result is the transformation of the FX Networks website into a canvas where creators and their ideas shine. The experience we designed allows each show to jump off the page while maintaining the unmistakable FX identity.