the brief

UB40 are a hugely popular English Reggae and pop band, who’ve had multiple platinum selling albums and Grammy nominations over the past 30 years. Founding members Ali Campbell, Astro and Mickey Virtue asked Above Digital’s sister company, WMA, to help them get back in touch with their fans through a whole new online presence, including a relaunched website to showcase their latest releases, tour dates, social media activity and merchandise via their online store.

Above Digital worked closely with UB40 to to reconnect them with their existing fan base and persuade new ones to discover their music. We designed and built a fully responsive, stylish site capturing their history and personality. From a bespoke photoshoot, our own footage lent an intimate appeal to the site. We set up web hosting and managed UB40’s social channel integration, taking care of SEO and regularly reporting and updates.

Die-hard fans may now find sanctuary in the responsive timeline on the About Page. New fans can access the band’s latest content via YouTube videos or automatically updated Spotify playlists on our media page. They can also buy music and merchandise through the seamlessly integrated e-commerce store without ever leaving the site.

UB40 branding applied to CD and CD case
creative cloud

interface design

We place the User Experience at the heart of everything we do. That way we ensure any interface design works well for both the business and end user, directing them from their entry point through to a chosen destination in the quickest and most rewarding way possible! To do this we fully explore all business and user requirements, define the key goals and summarise via page wireframes, which can be made interactive. The whole process is scaleable and focused on providing the right blend of brand design, business requirements, user journey and technology. If we get it right then everyone is happy.

Users can typically be placed into one of two broad categories. Those who know what they want and those who do not. For the ones that do we provide clear and easy to use options focused on their priority tasks. Alternatively for users who want to explore and find their own path, we provide the right guidance to get them from A to whatever B might be, as quickly and simply as possible.

The final website solidified the new UB40 brand with unique content and is regularly updated with new media and features.

Phone screen, wireframe, and sketch, demonstrating development of the UB40 website design

website design
content creation

digital marketing

PPC / SEO / Email / Social Channel Management

There are a wide range of digital marketing activities on offer, so choosing the right ones can be confusing. At Above Digital, we talk through your objectives and explore the options available to make sure you take the right path. From search engine optimisation (SEO), social channel management, email marketing or paid Advertising in Facebook, Twitter or running a Google Adwords, Display Ads or re-marketing, it will depend on what you are trying to achieve with your available budget.

To ensure the best results, all campaigns should be reviewed and key learnings defined so that any ongoing activity can be improved. We try to provide the right guidance and support, from the launch of a new product through to extending your brand reach online.

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