Since bursting onto the scene with Paramore, Hayley Williams has always embraced originality. This time, she re-imagined her solo identity with a surprise drop of 17 new songs, released on her own terms, via her own platform. We were brought in to bring that moment to life digitally: to build a site where every pixel, icon and UI element reflects that rebellious, nostalgic spirit, and supports the Hayley’s bold new chapter.

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The Challenge

Hayley didn’t want a standard artist website. She wanted a moment. A surprise. Something that felt as bold as releasing 17 new songs without warning. Fans needed to land on the site and immediately feel that 90s/00s internet nostalgia—before discovering the new music hidden inside.

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The challenge was creating a digital space that felt playful and unexpected while still being fast, functional, and easy to navigate. It needed to support the surprise drop, hold the full collection of songs, and reflect Hayley’s vision down to the smallest detail.

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Our Approach

We built the site from scratch, designing every inch by hand, icons, buttons, windows, animations. Nothing was generic, every pixel custom.

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Our goal was to capture the charm of early-internet design but elevate it with modern performance. We created a flow that encouraged exploration: fans click around, open windows, uncover new tracks, and slowly reveal the full collection. It feels nostalgic, but it works seamlessly on any device.

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Most importantly, the experience supports the release itself—a surprise drop that feels personal, intentional, and unmistakably Hayley.