Naked have designed and delivered a brand new website for Carrow Road, home of Norwich City Football Club, to bring the post Delia’s Canary Catering transformation to life.
From legacy brand to modern experience
The Carrow Road rebrand needed a digital experience worthy of its ambition. This wasn’t simply a website redesign, it was about rethinking how a wide range of events could be discovered, booked, and enjoyed online. Naked was brought on to lead the creative direction, user experience and interface design with Bigfork handling the technical build and support.
The new Carrow Road website needed to position it as Norfolk’s premier venue while recreating the sense of possibility guests feel when stepping into the stadium itself. Every part of the user journey was created to mirror the experience of visiting in person, clear, welcoming, and full of inspiration. The result was a digital experience that didn’t just inform, but evoked the excitement of planning something special in such an iconic setting.
The design team at Carrow Road had created the foundations of a beautiful new brand, our job was to translate it digitally and get it out there for the world to see.
Perfect planning
Naked began by stepping into the shoes of Carrow Road’s audiences. From local businesses looking for flexible spaces, to couples dreaming of a wedding with a city landmark as their backdrop, each journey was mapped with clarity.
We developed detailed wireframes to give structure to these journeys, ensuring the site would deliver not only engaging content but also effortless navigation across devices. With our research and advice, the wireframes gave the team at Carrow Road a structure to follow when creating new SEO rich descriptions of the events, rooms and venue details.
The new site was built on WordPress with a content block system to give the Carrow Road team freedom to create and edit pages easily, while maintaining consistency and design quality.
The “Find a Room” feature enables visitors to filter by event type or guest numbers and instantly see tailored recommendations, making event planning quicker, easier, and more enjoyable.
The project wasn’t only about what users could see. From day one, SEO was baked into the build: keyword research, optimised metadata, structured data markup, and integration with Google Analytics 4 and Tag Manager ensured the site would perform as well as it looked.
A new era for Carrow Road
The result wasn’t just a new website. It was a complete digital transformation, one that honoured a legacy while pushing a new brand firmly into the future. Today, Carrow Road’s online presence serves its entire community, whether that’s a couple planning their big day, a company hosting a conference, or university hosting a graduation ceremony.