Loxymore

This case study presents the version of the product I designed and implemented during my involvement. However it is not online yet.

Loxymore hero section

Product overview

Loxymore is a Caribbean urban media brand with an established audience across YouTube, Instagram, TikTok, Spotify, and X. The project consisted of designing and developing an owned digital platform that centralized the brand's content ecosystem, strengthened its credibility, and made its media easier to discover.

Duration

4 months

Team

Project Coordinator + me as Product Designer & Frontend Engineer

Project context

Loxymore had successfully built its audience on social media, where each platform served a different purpose.
Interviews lived on YouTube, podcasts on Spotify, short-form content on Instagram and TikTok, while news and conversations happened elsewhere.

Although the audience knew the brand, there was no single destination where new visitors, artists, or potential partners could understand everything Loxymore offered.

The objective wasn't to replace social media. It was to create a digital home that connected every platform while reinforcing the brand's identity.

Loxymore youtube profile

My role

Working directly with the client, I was responsible for translating an established social identity into a dedicated web experience.

Product design

  • Information architecture
  • Content hierarchy
  • Navigation
  • Art direction
  • Landing page
  • Editorial storytelling

Frontend engineering

  • Responsive development
  • Animations
  • API integrations
  • Performance optimization

The challenge

The project wasn't simply about displaying social feeds.
The real challenge was helping visitors discover the diversity of Loxymore's content without forcing them to navigate multiple platforms individually.

The website needed to balance two goals:

  • introduce the brand to newcomers
  • encourage existing audiences to continue engaging on their preferred platforms

Finding that balance shaped both the user experience and the technical implementation.

Loxymore homepage

Product decisions

Organizing content around familiar formats

Rather than presenting content chronologically, I structured the homepage around the formats the audience already recognized. This included dedicated sections for:

  • Interviews
  • One Shots
  • In Deh Live sessions
  • Podcasts
Loxymore interviews hero section Loxymore interviews section
Loxymore one shots hero section Loxymore one shots section

Each section displayed a curated selection of recent content, allowing visitors to quickly discover new material before continuing the experience on YouTube or Spotify.

Going beyond a content hub

During the project, I realized the platform needed more than aggregated media. Someone discovering Loxymore for the first time had no context about the people behind the brand or its editorial vision.

I proposed introducing an About page that told the story of Loxymore, presented its services, and explained its mission.

This transformed the website from a simple content directory into a platform that could support partnerships, artists, and future business opportunities.

Loxymore about page

Extending the existing brand

The visual direction intentionally borrowed from the universe users already associated with Loxymore. Instead of inventing a completely new identity, I translated the energy of the brand's social presence into a dedicated web experience.

The interface combined:

  • vibrant colors
  • bold typography
  • animated backgrounds
  • dynamic transitions

The goal was to make visitors immediately feel they were still within the Loxymore ecosystem.

Engineering decisions

Protecting external APIs

My first implementation connected directly to YouTube and Spotify from the frontend.
While this accelerated experimentation, it exposed API credentials and wasn't suitable for production.
To solve this, I introduced a lightweight Node.js and Express backend responsible for handling API requests securely before returning only the necessary content to the frontend.

Architecture

The application remained intentionally lightweight.

Frontend website → Node.js API → Spotify & YouTube

Separating API communication from the frontend improved security while simplifying future integrations.

Loxymore project architecture

Technical challenges

Balancing media richness and performance

My initial vision for the homepage included several embedded videos to immediately immerse visitors in the brand.
Although visually engaging, multiple embedded videos significantly slowed page loading once deployed.

Instead of sacrificing the visual experience entirely, I redesigned the interaction. Rather than embedding every video directly, the website retrieved thumbnails and metadata while linking users to the original content on YouTube.
This preserved the browsing experience while dramatically improving loading performance.

Optimizing third-party content

Embedding multiple YouTube iframes introduced additional rendering delays.
Replacing most embeds with lightweight previews reduced unnecessary requests and created a faster, more responsive homepage without compromising discoverability.

Outcomes

The project successfully established an owned digital presence for the brand.

Product

  • Responsive website approved, waiting for launch
  • Media content centralized
  • Editorial content introduced
  • Social ecosystem connected

Engineering

  • Secure API integrations
  • Improved loading performance
  • Lightweight architecture
  • Optimized media delivery

Reflection

This project reinforced that a website doesn't always need to compete with existing platforms to create value.
For social-first brands, an owned digital experience can serve as a gateway rather than a destination:helping visitors understand the brand, discover content more easily, and navigate an ecosystem that would otherwise feel fragmented.

Looking back, one improvement I would explore would be introducing a caching strategy or automated synchronization pipeline for YouTube and Spotify content. This would reduce external API requests while keeping the catalog consistently up to date.