Responses by Drew Ungvarsky, founder and chief executive officer, Grow.

Background: For decades, fans have primarily engaged with the Rock & Roll Hall of Fame through its museum in Cleveland and its annual induction ceremony. But more than ever, music culture lives online. So, we helped reimagine the museum’s website as an always-on global destination worthy of music’s highest honor.

In a landscape of streams, snippets and endless scrolls, fans have unlimited access but limited context. The new site brings the spirit of rock and roll to music fans everywhere by connecting artists, eras and cultural influences through discovery. It invites audiences to explore the breadth and diversity of the inductees and get lost in the connections.

Design core: Discovery drives everything. Curated by historians, archivists and writers, the site contains dedicated pages honoring more than 400 inductees into the Rock and Roll Hall of Fame. Each page integrates editorial content, archival assets, related artists, influences and contextual storytelling to reflect the interconnectivity of music. Visually, the design channels the energy and attitude of rock and roll through bold typography, cinematic imagery, layered media and dynamic layouts balanced with the institution’s legacy and prestige.

The key features of the site include RRTV, a nonstop stream of exclusive induction performances, speeches and interviews; Sonic Connections, interactive editorials where scrolling controls an immersive, audio-driven journey tracing how songs and samples evolved across generations; and Cover Story, a daily minigame revealing iconic album art and the story behind it.

Favorite details: We’re most proud of how the site feels as alive as the music itself. From a design standpoint, we’re proud of the balance: capturing the spirit and attitude of rock and roll without sacrificing hierarchy or usability. We love how the deep linking between artists, eras, stories and influences turns the entire site into an interconnected ecosystem. And we’re also proud that the experience captures the deep expertise of the Rock & Roll Hall of Fame; in an era dominated by algorithms, the platform reflects its trusted curatorial lens.

Challenges: Scale. The Rock & Roll Hall of Fame’s archives span decades and more than 400 inductees across genres and generations. We needed to design for nonlinear exploration while maintaining clarity, performance and accessibility across devices. The experience had to feel immersive but intuitive.

There was also a strategic challenge: extending the brand experience beyond a physical museum and an annual induction moment. The platform had to function as an always-on destination supporting ongoing programming year-round. Balancing scale, storytelling and usability required rigorous system thinking at every level.

Navigation structure: The navigation is built around the core of the Rock & Roll Hall of Fame brand—its inductees, museum and incredible content. The primary navigation is clear and accessible, but the deeper experience rewards curiosity, serving both the seeker and the wanderer.

Museum visitors can instantly find the information they need for their Cleveland experience, and online shoppers can go straight to the merchandise for their favorite artists. Meanwhile, curious browsers can get lost exploring. The deep linking and contextual modules enable movement across content, mirroring how music discovery actually happens.

Special technical features: Behind the immersive storytelling is a modular, scalable content system designed for continuous, seamless publishing while creating immersive and highly interactive content that feels custom-built to the user—standing out among traditional online editorial sites. The technical foundation allows the creative vision to scale, turning rockhall.com into a living digital stage.