Elephant invited me to lead the UX redesign of FX Networks' digital presence. As the User Experience Lead for this project, I collaborated closely with FX Networks' leadership to conceptualize and implement a strategy that would reinforce their brand in the digital space. Working under Elephant's Chief Creative Officer Chris May, I led the UX strategy and design, partnering with Design Lead Mark Freeman and Senior Visual Designer Ali Adams to form a cohesive and innovative creative unit.

Our primary challenge was to address the shifting viewer paradigm, where content source was becoming less significant to audiences. We saw this as an opportunity to strengthen FX Networks' digital brand identity. I spearheaded an immersive and editorial approach, focusing on showcasing the distinctive, creative, and bold artwork produced for each show. By emphasizing micro-experiences tailored to individual programs, we aimed to forge deeper, more personal connections with viewers.

The redesigned FX Networks website emerged as a dynamic canvas that celebrates creators and their ideas. Our user experience design allows each show to captivate viewers while maintaining the unmistakable FX identity. This approach not only met the project's objectives but also set a new standard for how media networks can present their content in the digital realm, effectively balancing individual show identities with overarching brand cohesion.