In 2010, Ugly Betty was a cultural icon. ABC was preparing to launch the show into syndication and needed a digital destination to support the rollout. The goal? Give fans more reasons to engage, and help new viewers discover when and where to watch. They wanted something stylish, interactive, and packed with exclusive content that felt like an extension of the show itself.
UX/UI Design
Development
Programming
Agency Owner (Riser)
Executive Creative Director
ABC
2010
We designed and developed a microsite that brought the spirit of Ugly Betty to life online. With bright colors, bold type, and a layout inspired by fashion magazines, the site felt like something straight out of Betty’s world. We made the experience feel fun, fast, and fan-focused—letting users browse exclusive behind-the-scenes video, learn more about the characters, flip through a glam photo gallery, and find out where to watch the show locally.
The site earned an Awards Site of the Day and a ton of love from ABC. Viewership saw a lift as fans used the locator tool to find syndication airtimes. And for the superfans? The exclusive videos and character bios gave them a reason to come back again and again.
Ugly Betty was more than a hit show—it was a cultural moment. Known for its sharp writing, vibrant aesthetic, and lovable underdog lead, the series built a massive following during its original run. As ABC prepared to bring Ugly Betty into syndication, they needed a digital experience that matched the show’s energy and gave fans something fresh to engage with. Our team delivered a playful, stylish, and interactive site that extended the world of Ugly Betty online. The project not only supported the show’s continued success across new markets, but also earned industry recognition with an Awwwards Site of the Day. It was a proud moment for our agency, a win for the client, and a treat for fans who wanted even more from their favorite fashion-forward misfit.
