Hitting the Clave:
Developing LP's Web Rhythm
Hitting the Clave:
Developing LP's Web Rhythm
PROJECT TOOLKIT:
Photoshop, Dreamweaver, Drupal, HTML, CSS, Javascript
PROJECT TOOLKIT:
Photoshop, Dreamweaver, Drupal, HTML, CSS, Javascript
THE GROOVE: RHYTHM & FLOW
Final Pages
THE GROOVE: RHYTHM & FLOW
Final Pages
To immediately showcase how we translated the dynamic energy of Latin music into a visual experience, here are representations of the final, implemented core pages. These designs demonstrate the visual riff, the burgundy pulse, and the rhythmic flow that define the final user experience.
To immediately showcase how we translated the dynamic energy of Latin music into a visual experience, here are representations of the final, implemented core pages. These designs demonstrate the visual riff, the burgundy pulse, and the rhythmic flow that define the final user experience.
THE SCORE SHEET: IDENTIFYING THE DISSONANCE
OVERVIEW
THE SCORE SHEET: IDENTIFYING THE DISSONANCE
OVERVIEW
Brand: Latin Percussion
Role: UX Designer and Web Developer
Collaboration with: VP of Global Marketing, Media Manager, Brand Manager
Brand: Latin Percussion
Role: UX Designer and Web Developer
Collaboration with: VP of Global Marketing, Media Manager, Brand Manager
The Static Problem
The original structure couldn't support the high-octane e-commerce needed for the US market. The biggest roadblock was the vast product catalog, which created a cacophony of products that frustrated user discovery and lacked the syncopated, rich content the Brand Manager envisioned.
Mambo Manifesto
The new site had to translate the passion and complex rhythms of Latin Music into a compelling digital dance. The assignment was to redesign and develop a highly customized, dynamic platform capable of managing a large, complex inventory while supporting a dual-market sales approach.
The Foundational Solution
The resulting platform is a robust, Drupal-powered engine featuring dynamic layouts, intuitive navigation, integrated e-commerce for the US, and an immediate global dealer locator redirect for international users. The site needed motion, high-impact visuals, and multiple sliders, all choreographed into an intuitive, seamless flow—a true digital dance.
The Static Problem
The original structure couldn't support the high-octane e-commerce needed for the US market. The biggest roadblock was the vast product catalog, which created a cacophony of products that frustrated user discovery and lacked the syncopated, rich content the Brand Manager envisioned.
Mambo Manifesto
The new site had to translate the passion and complex rhythms of Latin Music into a compelling digital dance. The assignment was to redesign and develop a highly customized, dynamic platform capable of managing a large, complex inventory while supporting a dual-market sales approach.
The Foundational Solution
The resulting platform is a robust, Drupal-powered engine featuring dynamic layouts, intuitive navigation, integrated e-commerce for the US, and an immediate global dealer locator redirect for international users. The site needed motion, high-impact visuals, and multiple sliders, all choreographed into an intuitive, seamless flow—a true digital dance.
MAPPING THE MELODY: STRUCTURING THE HARMONY
Information Architecture
MAPPING THE MELODY: STRUCTURING THE HARMONY
Information Architecture
To Hit the Clave—to establish the core structural rhythm, we first defined the site's logical hierarchy, which I called the "rhythmic roadmap" of the entire project.
The IA establishes a robust, clear hierarchy to serve both commercial and informational needs. It centers around a direct top-level navigation, segmenting users immediately at the point of sale via the CART (US-only) and through the DEALERS section (split into US and International). The core content is logically grouped into PRODUCTS (with a deep Category structure), ARTISTS, and INFO, ensuring easy access to brand and product details while preventing the catalog from becoming an overwhelming percussion section.
To Hit the Clave—to establish the core structural rhythm, we first defined the site's logical hierarchy, which I called the "rhythmic roadmap" of the entire project.
The IA establishes a robust, clear hierarchy to serve both commercial and informational needs. It centers around a direct top-level navigation, segmenting users immediately at the point of sale via the CART (US-only) and through the DEALERS section (split into US and International). The core content is logically grouped into PRODUCTS (with a deep Category structure), ARTISTS, and INFO, ensuring easy access to brand and product details while preventing the catalog from becoming an overwhelming percussion section.
THE BRAND PULSE: COLOR & TAGLINE
Style Guide
THE BRAND PULSE: COLOR & TAGLINE
Style Guide
This phase introduced the brand's vibrant visual and verbal identity, which would serve as the continuous rhythmic pulse throughout the site.
The Burgundy Pulse: The rich, deep burgundy accent color was introduced, acting as a visual heartbeat. It evokes passion and intensity and strategically highlights key CTAs through contrast.
Hitting a New Note: We adopted the powerful new tagline, "We are Rhythm," replacing the functional "Trust the Leader." This phrase was instantly integrated into the hero section to set a communal and energetic tone.
This phase introduced the brand's vibrant visual and verbal identity, which would serve as the continuous rhythmic pulse throughout the site.
The Burgundy Pulse: The rich, deep burgundy accent color was introduced, acting as a visual heartbeat. It evokes passion and intensity and strategically highlights key CTAs through contrast.
Hitting a New Note: We adopted the powerful new tagline, "We are Rhythm," replacing the functional "Trust the Leader." This phrase was instantly integrated into the hero section to set a communal and energetic tone.
THE RHYTHM GRID: LAYOUT AND MOCKUPS
Mockups
THE RHYTHM GRID: LAYOUT AND MOCKUPS
Mockups
The initial wireframes focused intensely on layout, functionality, and content organization, defining the score before the final arrangement.
The initial wireframes focused intensely on layout, functionality, and content organization, defining the score before the final arrangement.
Conditional CTA
Conditional CTA
A crucial layout element was the conditional action bar. This design defined how a single location would dynamically render either "Add to Cart" (US users) or "Find Dealer" (international), which became the Clave of the sales funnel logic.
A crucial layout element was the conditional action bar. This design defined how a single location would dynamically render either "Add to Cart" (US users) or "Find Dealer" (international), which became the Clave of the sales funnel logic.
The Dynamic Home Layout
The Dynamic Home Layout
The Dynamic Home Layout: Mockups confirmed that the various rhythmic elements—Hero Slider, Featured Products, and Artist Spotlight—could coexist without dissolving into a chaotic beat.
The Dynamic Home Layout: Mockups confirmed that the various rhythmic elements—Hero Slider, Featured Products, and Artist Spotlight—could coexist without dissolving into a chaotic beat.
THE SWING ENGINE: SYNCOPATED UX
Tech Strategy
THE SWING ENGINE: SYNCOPATED UX
Tech Strategy
The development strategy was built on two pillars: The Engine (Drupal + Kibo) and The Swing (Dynamic Design + Flow). We focused on building a stable foundation that could support the Brand Manager's desire for a thousand improvisations.
The development strategy was built on two pillars: The Engine (Drupal + Kibo) and The Swing (Dynamic Design + Flow). We focused on building a stable foundation that could support the Brand Manager's desire for a thousand improvisations.
Power & Performance (The Engine)
Built upon my custom implementation, the Drupal structure grants the marketing team the agility to launch the unique, dynamically styled pages they dictate for promotions and new products, pages I can easily implement without missing a beat. Here are some examples of the marketing pages I built for a specific campaign or promotions:
Power & Performance (The Engine)
Built upon my custom implementation, the Drupal structure grants the marketing team the agility to launch the unique, dynamically styled pages they dictate for promotions and new products, pages I can easily implement without missing a beat. Here are some examples of the marketing pages I built for a specific campaign or promotions:
Artist and Podcast: The Ensemble
Dedicated, structured content types were created to support core brand features. The Artist Page functions as a full roster with short bios, ensuring a consistent and up-to-date showcase for each artist. The Podcast section was implemented as a flexible hub, allowing the brand to consistently publish audio content and build community.
Artist and Podcast: The Ensemble
Dedicated, structured content types were created to support core brand features. The Artist Page functions as a full roster with short bios, ensuring a consistent and up-to-date showcase for each artist. The Podcast section was implemented as a flexible hub, allowing the brand to consistently publish audio content and build community.
THE CODA: MEASURING THE RHYTHM'S IMPACT
Impact & Conclusion
THE CODA: MEASURING THE RHYTHM'S IMPACT
Impact & Conclusion
The new Latin Percussion website isn't just a place to buy instruments; it's a digital destination that successfully embodies the passion and excitement of the brand.
By strategically building a stable foundation (the Clave) using a powerful CMS (Drupal) and layering a design ethos centered on dynamic engagement and intuitive flow, we created a platform that is:
Compelling: The brand’s energetic identity is now faithfully and vibrantly represented.
Functional: Successfully launched US e-commerce, opening a critical new revenue stream while managing global dealer redirection.
Scalable: Equipped the LP team with the tools to manage an ever-evolving, dynamic content calendar.
It’s a website that doesn't just hold the beat—it invites users to join the band and feel the rhythm.
The new Latin Percussion website isn't just a place to buy instruments; it's a digital destination that successfully embodies the passion and excitement of the brand.
By strategically building a stable foundation (the Clave) using a powerful CMS (Drupal) and layering a design ethos centered on dynamic engagement and intuitive flow, we created a platform that is:
Compelling: The brand’s energetic identity is now faithfully and vibrantly represented.
Functional: Successfully launched US e-commerce, opening a critical new revenue stream while managing global dealer redirection.
Scalable: Equipped the LP team with the tools to manage an ever-evolving, dynamic content calendar.
It’s a website that doesn't just hold the beat—it invites users to join the band and feel the rhythm.
© 2025. All Rights Reserved.
All work for hire projects belong to their respective companies.
© 2025. All Rights Reserved.
All work for hire projects belong to their respective companies.
© 2025. All Rights Reserved.
All work for hire projects belong to their respective companies.