London New Years Day Parade
Since its birth in 1987 LNYDP (London’s New Years Day Parade) has evolved into one of the world’s great street spectaculars with up to 10,000 performers from across continents, hundreds of thousands of spectators, and a ‘live’ TV audience measured in millions.
During the summer we were approached by the parade’s team and began working with them to create a new web identity. A lot the focus was on creating a family friendly digital experience. After submitting 3 initial concepts, it was decided that a range of the parade’s Characters would take centre stage across their desktop and mobile site. We tied this in within a strong grid based responsive framework and separate mobile site to give the viewer a truely user-friendly yet fun experience.