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Web publisher Wetpaint was trying to catch up with their own whiplash-speed expansion from social networking hub to buzzing-hot destination for 10 million+ TV, fashion, and gossip fans per month. They asked Ascentium to rethink the online expression of their brand to fully convey the glamour, freshness, and excitement of the Wetpaint experience.
With a team of designers, writers, and user experience architects working in close collaboration, Ascentium’s creative team recreated www.wetpaint.com as a high-gloss, larger-than-life experience of big immersive photos, attention-grabbing headlines, and an all-glamour/no-shame attitude. Since most Wetpaint site visitors want to grab quick bites of gossip during the work day, Ascentium designed the experience to be irresistibly sticky, highly scannable, and extremely easy to navigate.
Did this fresh approach work? "Absolutely!" says Wetpaint Director of User Experience, Becca Galfer, "Ascentium listened to what we told them about our brand and our audience. They did a fantastic job of expressing Wetpaint in a way that really resonates with our audience. The new site, not only looks great, it’s flexible enough to accommodate the huge variety of media content that we continually update there, including photos, video clips, and all the news on TV shows we feature -- from Gossip Girl to Glee.
