Kygo
A story you control
Project type
Interactive website
Year
2016
Client
Kygo
My role
Design Director / Senior Designer
Kygo Life launched as a new brand within fashion and electronics. The challenge was clear: Build a brand that feels credible. Not like another celebrity product. The website became the core of the launch. A place where people didn’t just learn about the brand — but experienced it.
My Role
Led the creative direction of the website
Defined visual style and tone of voice
Worked closely with the developer to refine interactions, motion, and transitions
Drove a high level of polish across the entire experience
Problem
Kygo was entering a new category.
There was a real risk of being seen as just another celebrity brand.
The experience had to prove authenticity.
Not just communicate it.
Insight
You don’t prove authenticity with statements.
You prove it through experience.
Reframing
We didn’t design a website.
We designed a way to prove the brand.
The Story
The experience is built around a dual narrative.
The same story is told from two perspectives:
Kygo as a kid.
Kygo today.
Two timelines.
One story.
Interaction
Interaction is the story.
At any point, the user can switch between past and present.
Two perspectives running in parallel.
Not linear.
User-controlled.
This creates a deeper and more personal connection than a traditional film.
System Design
Story and interaction are one system.
Users don’t just watch.
They explore.
Each interaction reveals a new perspective of the same journey.
The structure creates engagement through control and curiosity.
Visual Direction
The visual system reflects the brand philosophy.
Clean and minimal.
Calm and controlled.
Inspired by a dreamlike, weightless state.
Imagery, motion, and composition create a sense of flow and atmosphere.
The design supports both clarity and emotion.
Motion
Motion defines the experience.
Transitions create continuity between perspectives.
Everything moves with intention.
The Kygo logo animation acts as a subtle signature moment.
Recognizable. Controlled. Integrated.
From System to Experience
The experience unfolds through interaction.
Users move between perspectives.
Build their own understanding.
Connect the story themselves.
Solution
The website becomes the core of the launch.
A narrative-driven experience that connects brand, story, and interaction.
Not something you read.
Something you explore.
Experience
Before:
Passive.
After:
Interactive.
The experience feels personal, immersive, and intentional.
Impact
The site became the central hub of the campaign.
Strong engagement.
Repeated interaction.
High completion rates.
It created a real connection between people and the brand.
Key Insight
Interaction creates belief.
Thank you to Markus, Lise, Eirik, Jon Inge, Kygo, TYD, Panorama Design, Fred Johnny, and Jonas Høgseth for the collaboration.
