INSIGHT
Behind the design: KOKO
The rebel with a cause putting artists in control.
KOKO believe in passing the mic, on their terms. Creating a place for expression that fans and artists need. Finding new ways to give everyone a voice. Curating voices that need to be heard.

We set out with a vision to give power back to the artists by creating an engaging, interactive and entertaining digital experience that brings live music to a global audience.

See the case study below:

Prince.

Thundercat.

PushaT.

Central Cee.

Lady Gaga

Amaarae.

Knucks.

Jorja Smith.

The rebirth of KOKO, the legendary, live music venue.

After three years behind hoardings, the iconic KOKO club on Camden High Street reopens following a £70-million restoration, complete with a 360-degree stage. Working with Olly Bengough–the venue’s owner and the visionary behind the spectacular rebirth of KOKO, DixonBaxi developed a new strategy and timeless brand. One that functions as a stage for the world’s biggest musical acts whilst continually celebrating the importance of emerging artists.

Dive into

the red

A symbol for live music.

Inspired by symbols of radical change, we used the K and the O from the venue’s name to craft a poignantly simple mark. The logo embodies KOKO’s relentless dedication to live music and their transformation of the live experience. A beacon for music fanatics everywhere, it’s a mark that embodies the unbridled passion, camaraderie and excitement of fleeting live moments while standing for the legacy of one of London’s only independent cultural venues.

Rebel with a cause.

KOKO believe in passing the mic, on their terms. Creating a place for expression that fans and artists need. Finding new ways to give everyone a voice. Curating voices that need to be heard.

We set out with a vision to give power back to the artists by creating an engaging, interactive and entertaining digital experience, bringing live music to a global audience.

An experience
that fits into your life.

With a feature set that allows fans to follow their favourite artists in a deeper way, seamlessly fitting into their daily lives:

Giving voice to the future.

Understanding the needs of our audience.

New and “new-to-me” music discovery is hugely important to savvy audiences who want to be one step ahead. But algorithms can inhibit the ability to do this authentically. Creating an experience with a perfect balance of self discovery and smart algorithmic content generation is key to building a meaningful audience relationship.

Bringing the
experience to life.

We conducted a series of innovation sessions aimed at fully understanding the challenge, audience and landscape in order to ideate solutions that brought the vision to life. This is where ideas run wild, possibilities are endless and creativity is let loose. 

Building an
intuitive experience.

Some of the greatest moments in life are the ones that happen out of the blue. This is true of digital experiences. When you stumble across a new band or finally find that artist you heard when you were travelling, these are the moments that make you feel alive.

Although these moments of discovery feel organic, the reality is that they take a huge amount of planning to get right. We developed an MVP I/A to ensure the user experience is as smooth as your favourite soul singer's voice.

Start at uncomfortable.

We start our creative journey at uncomfortable, to invent the new, to find the edges. The process will get us to just right. If we start at safe, it could take us to boring. And who wants their brand to be boring?

Development
and prototyping.

To ensure we created an effective and intuitive user experience that delivered on the product vision, we developed multiple rapid prototypes and tested usability across multiple user tasks. 

Foundations
for the future.

As the product was designed we built a robust digital design system and component library. This helped the development of the product stay true to the vision and laid the foundations for future development.

From Camden
to the world.

The end result, a democratised music platform, a space where new artists are discovered, the biggest names are accessible and unparalleled industry knowledge underpins it all. It’s a new way for fans to experience live KOKO events from anywhere in the world.

Offering curation
and exploration.

A mix of organic discovery and served content creates an intuitive experience and allows viewers to develop deeper relationships with the music they love.

Resulting in a deeper digital experience.

With KOKO everywhere is front row. Our digital viewing experience feature set brings you closer to the music and puts control in your hands.

Here's to
the rebels