Iconic Grammy Award-winning singer, songwriter, actress, and philanthropist Mary J. Blige has been one of the most defining voices of the contemporary music era.
Beyond was approached leading up to her 2016 King & Queen of Hearts European tour to capture her legendary performances and translate that documentation into a transformative digital strategy.
In addition to revamping her web presence to accommodate a visually dominant aesthetic, we developed a social strategy that would endear her existing fans as well as attract a new, younger audience to her music.
Our approach designing Mary J. Blige's official website was to create a content hub that featured a visual documentation representative of her extensive existing catalogue of work while developing a platform able to showcase her latest ventures.
Refreshing Mary J Blige’s online presence allowed for a cohesive social strategy that established visual consistency across all platforms. Developing a mix of new and archival content under an overarching aesthetic standard leveraged a new avenue for marketing and promotional efforts while relaying essential traits to keep the brand authentic. Strategic implementation was guided by a holistic approach towards content, design, and functionality.
Capturing moments from the life of a living legend in addition to curating project specific content has helped maintain a connection with existing followers while creating a foundation to build social currency with a younger, new generation of fans. Our social content has garnered millions of impressions across instagram, facebook, and other online outlets.