Purple was Prince’s color, not just because of his 1984 album, Purple Rain. The colour has become a tribute to Prince’s legacy. The artist got his own official Pantone color in 2017, capturing his unique color he called “Love Symbol #2.”
One designer who used this color, and much more, was part of creating the Prince.com website. Catherine Uhlrich was essential to capturing Prince’s digital legacy for the Prince Estate. As a digital design luminary and creative strategist with an impressive portfolio boasting collaborations with giants like Nike, H&M, and Google, Uhlrich is no stranger to consistently pushing the boundaries of digital experiences. Her tenure at prestigious agencies such as Instrument, AKQA, and Base Design has solidified her reputation as a versatile and visionary leader. Currently based in New York City, Uhlrich also dedicates her time to nurturing the next generation of design talent as a teacher at Gobelins School, further contributing to the design community as a judge at Awwwards and Gobelins School.
In this exclusive expert analysis, we delve into one of Uhlrich’s most captivating projects: her contribution, while at Base Design NY, to the redesign of Prince.com on behalf of the Prince Estate. Uhlrich offers a behind-the-scenes look at the challenges and triumphs of capturing the essence of a musical icon in the digital sphere.
Designing for Royalty: The Genesis of Prince.com
Designing for a world-renowned, award-winning musician like Prince is no small feat. Where do you even begin? Uhlrich explained that the journey started with deep collaboration and extensive research on the Grammy Award-winning musician who changed pop music in the 1980s.
“We did several workshops with their team and gathered a lot of information about him and his fans. Lots of brainstorming sessions,” Uhlrich recalls on the creative process. “By then, the brand team had finalized the identity, and we – the digital team – started working on the web strategy. After establishing our mission and our pillars, we started structuring the content. The design was intentionally kept minimal to let the existing content, the images, and videos, shine.”
This approach highlights a key principle in Uhlrich’s design philosophy: letting the content speak for itself. By creating a clean and unobtrusive framework, the website allows Prince’s artistry to take center stage.
A Fragmented Universe: Reflecting Prince’s Eclecticism
One of the most striking aspects of the redesigned Prince.com is its seemingly fragmented, yet intentionally organized structure. “The website is complex and fragmented, it is chronological but not in the traditional sense. How did you want to organize it?” we asked.
Uhlrich illuminated the strategic thinking behind this unconventional approach: “Yes exactly, we came up with the idea that Prince.com should be a hub that hosts different microsites. Prince was eclectic, and we had to translate and honor his multifaceted life, career, and skills.” This concept allowed the team to capture the diverse facets of Prince’s persona, from his musical genius to his fashion-forward sensibilities.
She further elaborated on the historical context: “He was a pioneer when he released his music online in the 1090s; we had to honor his curiosity for the web as well. It’s a sort of Prince universe if you want. The users can explore in their own way as well, whether you are an existing fan or discovering the Artist for the first time. It is very immersive, but the main navigation is extremely simple and user-friendly.”
This “Prince universe” approach caters to both seasoned fans and newcomers, offering a rich and engaging experience that respects the artist’s innovative spirit. The emphasis on user-friendly navigation ensures that the complex structure remains accessible and intuitive.
“Become”: A Unique Contribution
When asked about her unique contributions to the project, Uhlrich shared her passion for the “Become” microsite.
“I had so much creative freedom. My favorite moment was when I got to imagine the microsite called ‘Become.’ The experience opposes Prince’s early life and the city he grew up in, Minneapolis. I literally created a split screen between his bio and the map of the city.”
This innovative design allows users to explore Prince’s biography in tandem with a map of Minneapolis, highlighting the key locations that shaped his early life. “You can either read the text only in a linear order, or freely explore the map that has key locations that influenced Prince’s life,” Uhlrich explains. “A third way to navigate is to keep both panels open and explore both at the same time. It is a very immersive and fascinating story.”
The “Become” microsite exemplifies Uhlrich’s ability to create engaging and interactive experiences that deepen the user’s understanding of the subject matter. By seamlessly integrating biographical information with geographic context, she provides a unique perspective on Prince’s formative years.
Capturing an “Infinite” Legacy
Prince’s legacy transcends music; he was a cultural icon, a fashion visionary, and a champion for artists’ rights. Capturing this multifaceted legacy in web design was a significant challenge.
“His legacy in terms of music and culture is infinite. He was a fashion icon, a music genius, a performer, and an amazing producer,” Uhlrich said. “He paved the way in terms of music rights, breaking free from his label and releasing music online, etc. Overall, I’d say that the main idea was to start opening the vault and commemorate his legacy, celebrate his fans, and show what a visionary he was. Creating narratives, immersive experiences, and showing how relevant he still is.”
The website serves as a digital archive, a celebration of Prince’s unparalleled creativity and enduring influence. Uhlrich emphasizes that the website is “only the translation of his Creativity.” She adds, “We can all be inspired by Prince, and we tried to be as experimental and creative as approachable as his music was.”
Honoring the Fanbase: Prince2me
Beyond his artistic achievements, Prince’s connection with his fanbase was a crucial aspect of his legacy. Uhlrich and her team recognized the importance of capturing this relationship on Prince.com.
“I’d say that it is his fanbase. People who knew him, who followed his career, who worked with him,” Uhlrich reflects when asked about often overlooked aspects of Prince’s legacy. “We tried to encapsulate this aspect in the microsite called Prince2me. We invited the visitors to leave a message for him. We were inspired by the messages left at Paisley Park when he passed away. It was so moving. We were so grateful for how the site got received; we could really feel how loved Prince was.”
The Prince2me microsite provided a space for fans to express their love and appreciation for the artist, creating a digital memorial that echoed the heartfelt tributes at Paisley Park. This feature underscores the website’s role as a community hub, fostering a sense of connection among Prince’s devoted followers.
A Lasting Impact of Prince’s Music Legacy
Catherine Uhlrich’s work on Prince.com stands as a testament to her skill in translating complex ideas into engaging digital experiences. By embracing the artist’s eclecticism, respecting his innovative spirit, and honoring his connection with his fans, she and her team created a website that truly captures the essence of Prince’s legacy. The project serves as an inspiration to digital designers and a fitting tribute to a musical icon whose influence continues to resonate across the globe.
For more information, visit Prince.com.
