Dontré Smith - Digital Designer

Website Design + Digital Strategy Crystal Waters

Project Brief:

In 2007, Crystal Waters was a dance music icon. She had 5 #1 dance hits and multiple Billboard Music Awards, VMA, and American Music Award wins and nominations. And yet, when you Googled “Crystal Waters” the top result was the Crystal Waters Hotel, a luxury beachfront resort in Greece.

I was tasked with creating and building Crystal's official website and, in turn, her digital brand.

My Project Deliverables:

UI Design for Wordpress Website
Social Media Graphics
Digital Ads
Digital Strategy

Introducing a dance music legend to the digital age.

The need to establish and grow Crystal’s online presence resulted 15 years of work as her go-to for design, social media strategy and digital strategy --- work that helped introduce her music to millions of online fans around the world.

Creating visual bridge between the past and the present.

From an overall design perspective, my main objective with the website was to celebrate Crystal’s legacy while showing that she was still an active and vital artist. To help visually convey Crystal’s legacy I created a splash page with a background video showing a montage of her videos. To convey the "now" I utilized imagery from a (then) recent photoshoot.