Beyond 2012 - an integrated Design Story

London 2012 mobile website
A digital design story

“It’s probably the most visited, and visible, website we’ve ever designed, as well as the largest, with over 200,000 pages!”

Danny Brooks,
Design and Development

Tell us about the early design brief

Phage was commissioned by Kitsite, the team responsible for content management services for the London 2012 website, to design a mobile-optimised version of the main site, initially for internal use by LOCOG, and then for rollout to the general public.

What inspired your design concept?

The design was very much led by the London 2012 branding, and the existing, main website. We worked closely with Kitsite to prioritise the content structure and hierarchy for the mobile site, creating early drafts and a foundation for the development of the final visual concept.

What challenges did you face along the way?

The biggest challenge lay in re-designing a very content-rich layout to suit a range of mobile devices without losing the ‘essence’ of the main website.

With such a strong and recognisable London 2012 brand it was particularly important that there was a synergy between the design of the mobile-optimised site and the main website. Visitors to the mobile site needed to know straight away that they were in the right place!

What about specific design challenges?

It was fundamental that the depth and breadth of content available on the main London 2012 website was also reflected in the design of the mobile version. At the same time, content had to be easily navigable and able to deliver information at a glance.

To achieve this, very early on in the project, the content architecture and hierarchy were prioritised to a select top tier of information. Important features such as the countdown, blog, photo and live video feeds showing the development of the Olympic sites, were paramount in helping to ignite interest in the Games sites as they developed, and were given prominence within the overall design and on the front page. Meanwhile, the London 2012 colour palette was used to help differentiate sections and improve navigability.

How did it feel to be involved in such an important British project?

We are very proud to have been involved in such a far-reaching project, one that formed a big part of many people’s experience of and participation in the London 2012 Games.

What are you most proud of regarding your design work?

It’s probably the most visited, and visible, website we’ve ever designed, as well as the largest, with over 200,000 pages!


Company name
Phage Limited

Design and front-end development of the pre-Games mobile-optimised website


Project team

Danny Brooks
Design and Development

Natasha Zlobec

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