CHUCKNORRIS.COM

BUILDING A LIVING RECORD OF CHUCK'S BADASSERY.

BRIEF /  Matchfire was tasked with creating a more engaging Official Chuck Norris website for the next generation.

CLIENT /  ChuckNorris.com

ROLE /  Branding, Digital, UX

AGENCY /  Matchfire

How does one even begin to try to encapsulate the legend that is Chuck Norris through a website belonging to the man himself? Between his range of roles as various action heroes, trigger-happy-commandos, martial arts masters, and one particularly famous Texas Ranger, it was a challenge to visually capture the breadth of his career in one consistent visual theme.

THE ASK:

A complete revamp of the ChuckNorris.com website. The upside: anything would be better than the circa-1998 website they were working with. There was an opportunity to present a wealth of information and fun content, but a clear disconnect between the legend of the Chuck Norris character and his simple website.

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The lovely prior website. Complete with Flash animation.

The site structure was rethought from the ground up, with a new emphasis on showcasing Chuck's history in a more visual way.

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After fleshing out wireframes that best captured the Chuck Norris persona in the seemingly unworthy medium of a single-page website, the look and feel came together with bold font choices, a high contrast color palette, subtle textures, and illustrations of various characters Chuck has played in the past.

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After desiging the site's creative, it was time for the cherry on top. Knowing that the hero area needed to draw a user in as soon as they landed on the page, I designed several outlandish video "set pieces" to be animated for this section, which came together below.

Animated by the ever wonderful Kathryn Cassidy.

THE RESULTS:

Chuck Norris himself said the site was, and I quote, "badass." 'Nuff said, right?

However! He then went on to say that he also thought it was "really neat."

Now that's an all-time compliment pairing from an all-time guy. Mission accomplished.

(Side note: middle-school me would probably pee his pants if he heard Chuck Norris say that).

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BONUS RESULT!:

A new best friend.

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