From legacy brand to modern experience
The Carrow Road rebrand needed a digital experience worthy of its ambition. This wasn’t simply a website redesign, it was about rethinking how a wide range of events could be discovered, booked, and enjoyed online. Naked was brought on to lead the creative direction, user experience and interface design with Bigfork handling the technical build and support. The design team at Carrow Road had created the foundations of a beautiful new brand, our job was to translate it digitally and get it out there for the world to see.
Perfect planning
We began by stepping into the shoes of Carrow Road’s audiences. From local businesses looking for flexible spaces, to couples dreaming of a wedding with a city landmark as their backdrop, each journey was mapped with clarity.
We developed detailed wireframes to give structure to these journeys, ensuring the site would deliver not only engaging content but also effortless navigation across devices. With our research and advice, the wireframes gave the team at Carrow Road a structure to follow when creating new SEO rich descriptions of the events, rooms and venue details.
Step by step
With a tight timeline due to the existing site expiring, we structured the launch in phases. First came a holding page to allow Carrow Road to take bookings and enquiries. Then, piece by piece, collaborating with the Carrow Road events team, we created the homepage, room specifications, event types and venue details, each designed with the user at the centre and the gaol of the project in mind, to get bums on seats!
The design of the new Carrow Road website needed to position it as Norfolk’s premier venue while recreating the sense of possibility guests feel when stepping into the stadium itself. Every part of the user journey was created to mirror the experience of visiting in person, clear, welcoming, and full of inspiration. The result was a digital experience that didn’t just inform, but evoked the excitement of planning something special in such an iconic setting.
Designing with flexibility in mind
The new site was built on WordPress with a content block system to give the Carrow Road team freedom to create and edit pages easily, while maintaining consistency and design quality.
We developed a “Find a Room” feature where visitors can filter by event type or guest numbers and instantly see tailored recommendations, making event planning quicker, easier, and more enjoyable.
Beyond the surface
The project wasn’t only about what users could see. From day one, SEO was baked into the build: keyword research, optimised metadata, structured data markup, and integration with Google Analytics 4 and Tag Manager ensured the site would perform as well as it looked.
A new era for Carrow Road
Despite the pressures of the timeline, working collaboratively with the wonderful design team, events team and digital team at Carrow Road, we delivered a polished and professional site on schedule.
The result wasn’t just a new website. It was a complete digital transformation, one that honoured a legacy while pushing a new brand firmly into the future. Today, Carrow Road’s online presence serves its entire community, whether that’s a couple planning their big day, a company hosting a conference, or university hosting a graduation ceremony.
