CHAZZMN
Moving a clothing and events brand off Squarespace and onto something it could actually grow into, with every image and every frame of video made for it.
- Services
- Rebuild · Brand System · Imagery & Video
- Sector
- Clothing & Event Production
- Location
- Exeter, Devon
Overview
CHAZZMN is a clothing brand and event production company: seven clothing seasons and nine festival editions across Exeter, Bogotá, Medellín and São Paulo. Charged Studio rebuilt the site from scratch, produced the imagery and the video that carry it, tightened the brand system, and handles the ongoing development.
The brief
The brand was on Squarespace and had outgrown it. Chapter one had been about getting something up at all, and it did that job. Chapter two is bigger: more clothing seasons, a festival that now runs across four cities, and eventually a shop selling both merch and tickets. A template platform was never going to carry that, and every month spent building on it was a month of work to redo later.
The history was missing too. Nine festival editions with real posters, real venues and real lineups behind them, and the site said TBA. The substance existed; none of it was on the page.
The approach
Rebuilt by hand from the ground up. Phase one was deliberately scoped as a holding page rather than a full store: Home, Story, chazzmnFest and Gallery, the things that had to be right before anything else got added. The shop was architected for and held back, so it arrives as an addition rather than a second rebuild.
The visual direction evolved the brand's existing art-led identity rather than replacing it. The signature mark, the gold colourway, the mythology and philosophy motifs and the “benvenuto” flourish all carried over, because an audience that already knows a brand should not have to relearn it.
The project ran in two planned passes: a brand, story and content plan first, then a separate implementation-ready build brief, so the build never had to re-litigate decisions halfway through. Real archive material, posters, event lineups and photography, was treated as source-of-truth data rather than filler. The festival history was fully transcribed and structured before a line of layout code was written for it.
What we built
The hero video, made here
A seamless ten-second loop we produced ourselves: macro gold-thread footage, a gold-gown model and festival fireworks, colour-graded into one piece, with a still fallback for anyone browsing with reduced motion on.
The imagery, made here too
Thirty brand and event photographs produced and finished for the site, then rebuilt as a gallery that loads as you reach it rather than all at once.
Nine festival editions, documented
Every confirmed chazzmnFest edition modelled as real content, with dates, venues and lineups transcribed from the original posters and a page of its own. It replaced a single TBA placeholder.
The story in one place
Thin, generic About copy replaced with the brand's actual narrative, merged into one page instead of scattered across several nobody reached.
Brand accuracy fixes
Long-standing inaccuracies corrected against the archive, including an eight seasons claim that was really seven clothing seasons and nine festivals.
Room for chapter two
Merch and event ticketing planned into the architecture from the start and deliberately deferred, so a shop is an addition later rather than another rebuild.
Nine festival editions across four cities, finally documented instead of promised.
The design approach
Gold on near-black, the brand's own signature mark, and motion doing the work a static page could not. The point of the rebuild was never to make the brand look different. It was to give the same identity a foundation it could keep building on, and to make the things the brand had actually done, the seasons and the festivals, visible for the first time.
Performance
A background hero video, a thirty-image gallery and nine festival pages, and the site still scores 99 Performance, 100 Accessibility, 100 Best Practices and 100 SEO on Lighthouse. A brand this visual should not have to trade speed for the way it looks.
Outcome
CHAZZMN is off the platform that was capping it and onto something built for where the brand is going. The site holds its actual history, it is live on the migrated custom domain, publishing is friction-free, and chapter two, more seasons, more festival editions, a shop, is an addition rather than another rebuild.
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