This high-fidelity, content-driven experience effectively delivers in both telling the story of DC’s heritage in the action sports world and providing a digital marketing platform for it to launch new product lines.

Neatly organized by sport (a large primary navigation as well as a more subtle, utilitarian secondary navigation system) the multi-country, multi-lingual site embraces action sports content in an experience that encourages exploration through larger-than-life visuals and commerce integration throughout. Built on a core CMS platform, the content revolves around DC’s product direction and simple social integration that create a link to the company’s nearly six million Facebook fans.

• The redesign/redevelopment project started in December and the site launched in June.

• The site supports seven main sections each in several different languages which results in more than 150 unique sections, each with dozens of galleries, videos and articles.

• The main background image is separated into foreground and background to maintain quality while scaling.

• The back end is a highly customized Amazon Web Services cluster running PHP, Varnish and Apache; the front end was built with a combination of mostly JavaScript and some Flash.

* The homepage adapts to the size of display it’s running on, which lets users of any device experience a homepage tailored to their screen size.

Communication Arts

// From our friends at Communication Arts

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