The decision was made to retire Delia’s Canary Catering brand and evolve it into something better aligned with the club’s future. That evolution saw a complete rebrand of Delia’s Canary Catering to Carrow Road, a name that represents not only Norwich City Football Club, but also a core part of Norwich’s identity. As part of this transformation, Carrow Road needed a new website. Not just a refresh of visuals, but a complete rethinking of how hospitality, events, and fan experiences could be presented in a modern, digital-first way.
To lead this important shift, the team at Naked Marketing was appointed with the task of designing and developing the new website. Our objective was to build something that didn’t just look good but worked hard behind the scenes, a website that would be easy to navigate, optimised for search engines, and flexible enough to grow with the club’s future ambitions. And, it needed to go live in just a few months.
We began by diving deep into the structure of the old site and the needs of Carrow Road’s diverse audiences. From local businesses looking to hire spaces for corporate functions, prospective couples searching for reception venues, and loyal football fans seeking match-day dining options, each user needed a seamless journey. The team started with wireframes, laying out the architecture of each page with clarity and purpose, ensuring that content would be accessible, engaging, and logical across devices.
A phased timeline was agreed upon to prioritise visibility. A temporary holding page went up quickly, followed by the homepage, venue details, room listings, and enquiry pages, all crafted to build momentum toward a full site launch. During the design phase we focused on delivering a clean, modern interface that reflected the vibrancy of the new Carrow Road brand while maintaining a professional, intuitive layout for users.
The website was built using WordPress, chosen for its robust content management capabilities and user-friendly interface. Rather than rely on rigid templates, we developed a flexible content block system. This allowed the Carrow Road team to easily construct and edit pages using pre-designed modules, ensuring consistency in design while allowing creative freedom in content layout. Each page was responsive, fast-loading, and tailored to deliver a great user experience whether on desktop, tablet, or mobile.
One of the standout features of the new site is the "Find a Room" tool. This allows users to select specific criteria such as guest numbers or event type and in response they receive tailored room recommendations. It’s a practical enhancement that streamlines venue selection and makes planning an event at Carrow Road a much simpler and a more enjoyable experience. Room-specific enquiry forms were also developed, pre-filtered to match the visitor’s interest and powered by robust spam protection, including ReCAPTCHA and honeypot logic.
