Ethode Launches New LeBron James Site

After months of planning, design and development, Ethode is pleased to announce the launch of the new site.

Ethode implemented a design by Seattle-based designer Kevyn Smith. We knew from the start that LeBron James deserved a stunning website that would highlight the many facets of his life, both on and off the court. The user experience needed to illustrate a story, and link each chapter in the story together in a memorable and moving way. Ethode met with LRMR Ventures to build a cohesive UX and content strategy.

Project manager Patrice Embry said, “This was one of those sites where we were going for a cool vibe as opposed to a utilitarian user experience. It allowed our designer to really expand our horizons of how the website could work. That was something new for me, and I really loved having this be the most design-focused project I’ve worked on.”

This strategy lead to what one of our developers termed the “scroll maze approach”. This UX technique combines both vertical and horizontal scrolling movement, focusing attention on specific aspects of LeBron James’ life. The site includes a mixture of video, photography and GIF animation. Ethode selected the dotCMS content management system for its multisite management capabilities, its flexible approach to theme and design, and its robust performance resources. Perhaps most importantly, the dotCMS application provided us with the tools we needed without getting in our way. 

The site is the latest Ethode/LRMR collaboration, after the initial launch of in 2018 and the site in 2019.

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