Context
- Industry: Media
- Country: France
- Type of company: LBGTQIA+ Media
- Tools used: Figma, Webflow
Who is Paint?
PAINT is the No. 1 media in France that brings together and highlights the French-speaking LGBTQ+ community. Created in 2017 by Aline and Cédric, the media accumulates over 550,000 subscribers and millions of views across its platforms. It is THE reference when it comes to queer topics in France.
Present mainly on Instagram, Tiktok and Youtube, PAINT needed to create an anchor point bringing together all the news surrounding the medium in order to consolidate its position as French-speaking leader and attract various brands ready to collaborate.
Project challenges
PAINT called on Digidop to create THE site that would enable them to remain the leader in France in a number of areas:
- Centralizing information around PAINT: previously present only on social networks, the medium can now count on a strong centralization point. Via its website, it is possible to find all the media's information.
- Keeping the media's identity: thanks to its unique editorial line, PAINT has established itself as a leader, and it was important for us to duplicate this singularity through the site's design.
- Highlighting their work: the medium operates in a number of quite distinctive formats (interviews, micro-trottoirs, podcasts, French queer lovers, actus, interventions), each of which can attract a different brand, hence the importance of highlighting them.
- Attracting brands: the main challenge is to attract brands and future partners in order to develop the medium and increase its popularity.
- Giving ever greater visibility to the LGBTQ+ community: the medium was founded to highlight the LGBT community. Beyond the business stakes, it was essential to keep a guideline in correlation with the initial desire.
In short, the project's challenge was to: Enable PAINT to reach corporate players (partnerships/services) by asserting the credibility already acquired, while retaining what makes the media so distinctive.
Strategy and Solutions
- Unique user experience: dynamism, energy and uniqueness are key points of the medium that we wanted to convey on this page, notably through animations designed for each section, optimized scrolling and a feeling of immersion in the PAINT universe.
- Humanizing the page: the desire to highlight the LGBTQ+ community is what gave birth to the medium. That's why we've humanized the page as much as possible, using photos - whether of groups, singles or pairs - and videos to represent the community in all its forms.
- Multiple-response contact page: the site's contact page has been designed with multiple responses to meet the needs of the media. Indeed, the various brands wishing to collaborate don't necessarily have the same desires or projects. It was essential to offer all the alternatives needed to target the precise request of the future prospect. Beyond the brands, this contact page will enable people wishing to join the PAINT team to apply via a form.
- Scalable CMS: in anticipation of the media's exponential growth, we designed the entire site with the Webflow CMS, enabling the PAINT team to easily modify the various images on the site, particularly those showing the media's key figures, which are bound to evolve over the course of months or weeks.
Results
- Identity website: The community can find itself through the site and see what Paint has to offer.
- First online visibility: With this website creation project, Paint obtains better online visibility in addition to their social networks.
