Elton John: Touched by Gold

Project Overview

The Touched by Gold microsite was designed as a cinematic, editorial-led digital experience to accompany a short documentary featuring Elton John, commissioned by the World Gold Council. The objective was to create a premium storytelling environment that elevates gold as both a material and a metaphor, rather than presenting it through a traditional campaign or promotional lens.

Design Intent

The experience was intentionally film-first, prioritising mood, tone and emotional resonance over information density. The interface is deliberately restrained, allowing the documentary content to lead while the design quietly reinforces themes of timelessness, craftsmanship and cultural value associated with gold.

Information Architecture

Content is structured into clearly defined chapters that mirror the documentary format. This approach provides narrative clarity while allowing users to explore non-linearly. By framing the site around chapters rather than sections, the experience feels episodic and curated, reducing cognitive load and encouraging deeper engagement.

Navigation and Interaction

Navigation is kept minimal to preserve immersion. Primary actions such as Watch from start and Watch chapter are foregrounded, while secondary links and corporate destinations are intentionally de-emphasised. This ensures users remain focused on the storytelling rather than being pulled into a conventional site hierarchy.

Video-Centred Experience

The video player is treated as the core interface element. Surrounding UI is dark and low-contrast, reducing visual noise and enhancing perceived quality. Gold accents are used sparingly for progress and interaction states, reinforcing brand cues without distracting from the content. The layout is fully responsive, maintaining a cinematic presence across desktop and mobile.

Visual Language

The visual system balances luxury with restraint. A predominantly black canvas allows gold elements to feel intentional and meaningful, while typography and spacing support an editorial, gallery-like tone. Subtle lighting effects and gradients reference the material qualities of gold without becoming literal or decorative.

Outcome

The final microsite delivers a refined, immersive experience that elevates the documentary beyond a standard branded film. It positions gold as emotionally resonant and culturally relevant, while allowing Elton John’s story to remain the focal point, with brand presence acting as a quiet, supporting layer.