Guru G is a Berkeley club DJ and producer, and a biotech scientist by day. His site is one room: a white cleanroom by day, and after one UV switch, his night studio.
The site had three jobs, all equal: get him booked for club nights and events, let people hear his mixes, and sell beats and custom production. His mixes were spread across two SoundCloud accounts and Mixcloud, and there was no brand identity to start from.
So we built the identity and the site together: a palette pulled from his own gear, type, and a voice taken from both of his worlds.
We set the whole site in one room. The day photo and its UV-lit twin sit on a depth-mapped WebGL scene that moves with your pointer, and one custom shader draws everything that glows: the wall tiles, the records, the meters. Throw the switch and the white lights die, the UV tubes stutter on, and the decks start.
A lab-notebook voice runs through it: his mixes are elements on a periodic table, a booking is a specimen requisition, and production lives on the Formulas board.
Two decks and an equal-power crossfader play his real SoundCloud and Mixcloud uploads from our own controls. Mix one record into the next, and the meters move to each track’s real waveform.
A 16-pad sampler with a 16-step sequencer that locks to the record that’s playing, using beat maps of his mixes, with pads and keys that follow the record’s key.
Every mix is an element on the wall, colored by genre, with a record crate to flip through and lab toys by day: centrifuges that spin up, a thermocycler, and a gel rig that runs his mixes as lanes.
Booking and production-order forms reach his inbox from his own domain’s email, with bot and rate-limit protection, and gigs added in the admin cycle as flyers on the wall TV.
djgurug.com gathers every mix in one place, takes booking and production requests straight to his inbox, and puts his gigs on the wall.
Both sides of the man, in one room.