Case study
CHAZZMN
Streetwear with a sound.
A clothing brand from Exeter that throws a festival. We moved it off Squarespace, documented nine festival editions, then built it a proper brand pack and a website that plays like a film.
- Services
- Website · Brand Pack · Motion
- Sector
- Clothing & Festival
- Location
- Exeter, Devon
Overview
CHAZZMN is a streetwear label from Exeter with its own festival, chazzmnFest: seven seasons of clothing and nine festival editions across Exeter, Bogotá, Medellín and São Paulo.
Our founder's own label. We run it like client work: a brief, a plan, and work that has to earn its place.
Three passes
June: off Squarespace and onto a site built by hand, put together in a day as a holding page so the brand had somewhere of its own.
August:chapter two. Every festival edition transcribed from its poster and given a page, the brand's story brought into one place, and a club to join.
October: a proper brand pack, and a new website built on it.
The brand pack
The marks started as Charlie's own drawings: a crown with three drips, a hand-drawn name and a signature. We redrew them into one suite of 44 files: the name, the crown, a stacked lockup, a chazzmnfest lockup and the signature, with the marks in four treatments: a sticker, a keyline, a flat version for embroidery and foil, and a cut line for vinyl.
Around them: gold, ink, bone and lapis, set as design tokens in a dark and a light theme with every contrast checked; four type roles, wide for the house, narrow for lineups, a text face and a festival face; a gold-leaf texture; and the koi, traced from Charlie's line drawing so they can swim on the page. It is all written up as a brand book, with the rules for voice, colour, type and motion.
The new website
A home page that plays like a film
Six scenes as you scroll: the gold-leaf name over the brand's black and gold, a wall of type, two koi closing a ring, every festival edition in its own poster's colours, a first look at what's next, and the shop. With reduced motion turned on, every scene simply shows.
Nine festival editions, documented
Every chazzmnFest edition with its date, venue, lineup and original poster, on a page of its own, and marked up so search engines read each one as an event.
The story in one place
The seasons, the festival and the tour that took it to South America, on one page, with the numbers counted from the archive itself rather than typed in.
A shop, built and waiting
Pages for the first hoodie and tee, with sizes and colourways, ready to switch on. For now they say coming soon, with a button to get first word.
A club on every page
A short signup in the brand's voice at the foot of every page, built to work with or without JavaScript.
Nothing watching
No trackers, no cookie banner and no third-party requests. Even the fonts are served from the site itself.
The imagery
The imagery came from CHAZZMN: the festival posters, thirty photographs from the brand and its events, and the images behind the home page. Our job was to turn it into a website: grading the home page's images into the brand's black and gold, setting every poster in a sticker frame, and building a gallery that loads as you reach it.
Performance
Six scenes of motion, gold-leaf textures and nine poster pages, and the home page still scores 100 for accessibility, best practices and SEO in Lighthouse on a phone, with performance between 94 and 98 across three runs.
- 96Performance
- 100Accessibility
- 100Best Practices
- 100SEO
Outcome
CHAZZMN now has a brand pack it can hand to a printer, an embroiderer or a designer, and a website that looks like the brand rather than a template: the whole archive in one place, and a shop ready to open when the stock is.
Next project
Devon Nurseries
Five sites. One brand.
Read the case study
Every enquiry, straight to the right person.
Tell us what your business does and what isn't working. In a free 15-minute consultation we'll show you what we'd fix first.