Creating a website for the world’s premier horror brand
Client
The Horror Section
Country
United States
Disciplines
Digital Design
Digital Development
Sector
Film Industry
The Horror Section is a media company focused on creating the world’s premier genre brand. Founded in 2025 by horror filmmaker Eli Roth, the company super-serves horror fans through a growing library of films, television series and games, alongside podcasts and curated horror experiences.
The brief
The Horror Section takes its name from that unmistakable corner of the video store where the darkest and most unhinged titles lived. Our brief was to draw on the visual language of the VHS era and bring that retro horror sensibility into a new website designed to showcase premium intellectual property at the leading edge of the genre today.
Richard and the BakerWilcox team have been incredible partners in helping bring our brand vision to life. From the very inception of our company they have helped shape what The Horror Section would look and feel like in the digital space.
Jon SchnaarsThe Horror Section
The Horror Section homepage
The execution
The challenge was to bring retro influences into a contemporary digital experience without allowing the aesthetic to overwhelm the content. The site needed to feel distinctive and rooted in horror history, while remaining intuitive, functional and confident as a modern platform.
We worked carefully to strike that balance, developing a typographic system, colour palette and visual language inspired by classic horror artwork and video-store culture. The result feels familiar without becoming nostalgic for nostalgia’s sake, giving The Horror Section a clear connection to the genre’s past while positioning the brand firmly in the present.
The colour palette draws on the lurid tones and bold contrasts found across decades of pulp horror artwork. Applied consistently across the site, alongside carefully selected typefaces and graphic treatments, it creates a strong visual foundation without competing with the films, artwork and stories themselves.
Simple colour palette
Retro edge but modern character twists
Navigation UI
Simple UI elements and subtle animation add character and movement to the experience while keeping the interface restrained. Every interaction was considered to support the atmosphere of the brand without distracting from the content.
Ultimately, the most important consideration, alongside performance and user experience, was to create a digital backdrop worthy of the extraordinary slate of films and projects featured on the site. The design needed to complement their individual aesthetics while giving The Horror Section a recognisable world of its own.
The most important consideration, aside from performance and user experience, was to create a worthy backdrop for the fantastic slate of movies featured on the site. The design needed to complement their aesthetic, not compete with it.
RICHARD BAKER
Press pages showcasing Horror Section articles