Endless Wonder: a custom editorial website for independent music

Endless Wonder is a music consultancy and editorial platform created to support labels and artists working at the edges of genre. The website needed to bring two dimensions together in one experience: present its work across music PR, radio plugging and strategy, while giving editorial content, new releases and ongoing selections a strong identity of their own.

I designed and developed a fully custom Webflow website with a deliberately editorial visual direction, somewhere between an independent music magazine, a digital archive and a campaign portfolio.

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A digital identity designed as an editorial object

The design is built around a minimal structure, expressive typography and a strong use of colour. Rather than imposing a rigid interface, the website allows artwork, photography and music content to shape its visual rhythm. Animated marquees, colour changes and subtle interactions add movement without distracting from the artists.

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A CMS-powered masonry grid

The homepage and selection pages are structured around a custom masonry grid. Each card preserves the original image ratio, creating an irregular but balanced composition that adapts naturally to the wide range of artwork supplied by artists and labels.

The grid is fully powered by the Webflow CMS. Every new publication automatically joins the relevant selection with its title, category, image and link. A Macy.js-based script recalculates the layout after images load and across breakpoints.

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One flexible template for several content formats

A central challenge was avoiding a separate template for every type of publication. I built a CMS architecture capable of handling three editorial formats within a single model: music releases and campaigns, long-form articles and more open editorial pieces.

Conditional visibility automatically adapts the header, imagery, information and reading structure according to the content type selected in the CMS. The client can publish very different formats from one coherent interface without editing the design.

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Music embedded into the reading experience

Content can include Bandcamp, Apple Music, YouTube and other media players directly within the page. These embeds were standardised to remain responsive and visually consistent, allowing visitors to listen without leaving the article.

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Custom-designed release pages

I designed a dedicated page template for music releases, created to present each project in a clear and immersive way. It brings together artwork, release information, editorial content and audio players within a flexible layout.

Fully connected to the Webflow CMS, these pages can be easily created and updated by the team, while maintaining a consistent visual identity and adapting to the content of each release.

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Interactions, responsive behaviour and technical finishing

The navigation, mobile menu, animated marquees and scroll behaviours were developed to support the reading experience across desktop and mobile. The work also included metadata, canonical URLs, sitemap structure and indexing rules, with specific handling for promotional pages that must remain outside search results.

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Result

Endless Wonder now has a custom editorial website that works as a consultancy showcase, a campaign archive and a publishing platform. Its CMS architecture allows content to evolve independently, while the masonry grid, flexible templates and audio integrations give every release its own visual presence without losing the overall coherence of the brand.