Bringing the Chaos Energy to Life
New Belgium's Voodoo Ranger isn't just a beer—it's a personality. The brand needed a digital experience that matched the irreverent, slightly-unhinged energy of their skeleton mascot without sacrificing usability or performance.
Working with Consume & Create, I led front-end development on a complete site overhaul built on Optimizely's Episerver platform. The challenge? Make it weird (in a good way) while working within an enterprise CMS architecture that isn't exactly known for flexibility.
What I built
- Custom Handlebars components with scroll-triggered animations that bring the Ranger to life
- Modular SCSS architecture that kept styles maintainable across dozens of page variations
- Component system that gave the marketing team creative freedom without breaking the design system
- Performance optimization that kept load times snappy despite heavy animation
The site launched during their Juice Force campaign and handled 3x normal traffic without breaking a sweat. Sometimes the best code is the code that gets out of the way and lets the brand be itself.
