Since joining the Complex Media Network seven years ago, 2DopeBoyz has been one of the world's most visited websites for hip-hop news and music. With its star in ascent, 2dbz principals Shake and Meka wanted to refresh their brand to better reflect their position as pull-no-punches authorities on the genre—and it had to integrate their singular personalities, their high-value content, and their strong social media presence.
We envisioned 2DopeBoyz as a property that bridges the gap between hip-hop heads and general music lovers, and with our redesign aimed to put it in the league of elite music publications—alongside Spin, Rolling Stone, The Fader, and Pitchfork—so we leveraged our unique voice and fingerprint to amplify the brand.
With a combination of visual branding, content strategy, and responsive web design, we brought 2DBZ out of the era of PR-driven music blogs and re-presented their editorial in a style that's both visually inviting and user-friendly.
Branding/Positioning - Identity Design - Art Direction - Web Design & Development
Daily traffic increased from 20,000 to 35,000 and increased ad revenue 2x over the first 2 months after launch.