A busy fan channel needed more than a brochure website
Toffee TV produces a regular flow of Everton coverage, from match reactions and daily discussion to podcasts, interviews and written news. Its audience may arrive looking for the latest video, a familiar programme, member content or something to listen to. The website needed to make all of that material easier to find without getting in the way of what supporters came for.
The project was a collaboration between Luna Branding and Cornerstone. Luna, led by Alun Williams, developed the brand strategy and designed the new website. Alun was an Everton supporter himself, so this was a project with particular meaning for him. Cornerstone took that design and built the WordPress website behind it.
The new site replaced an earlier Toffee TV website that neither Luna nor Cornerstone had created. Copy, images and editorial material were supplied by Toffee TV and Luna. Cornerstone’s job was to turn the approved design into a working publishing platform that the Toffee TV team could continue to use.
What the project included
- WordPress website build from Luna Branding’s design
- Custom layouts for shows, premier videos, podcasts and written news
- Categories for recurring Toffee TV programmes
- Patreon routes for member content
- NewsNow syndication
- Shopify merchandise connection
- Client publishing access and guidance
- Managed hosting and ongoing maintenance
Start with what supporters come to see
Toffee TV is an active media channel, not a business that publishes a few articles each year. New material appears around matches, club news and the questions Evertonians are discussing that week. The website had to cope with that pace while still helping someone find an older interview, a regular show or the latest podcast.
Cornerstone built distinct areas for shows, podcasts, premier videos and written news. Shows can be grouped by programme, allowing supporters to browse familiar formats such as Everton News Daily, The Final Word and Instant Match Reaction rather than working through one undifferentiated stream.
The homepage brings the main routes together and gives current content the prominence it needs. It acts as the front page of the channel, moving with Toffee TV’s output rather than remaining fixed after launch.
The content changes constantly. The structure has to keep making sense.
Separate publishing routes help supporters find the latest material and return to the shows they already follow.
Turn Luna's design into a working publishing system
Luna Branding defined how Toffee TV should look and feel. Cornerstone’s responsibility was to reproduce that design faithfully while deciding how it should work inside WordPress.
That meant looking beyond individual page layouts. Repeated programme information needed a consistent structure. Archive pages had to update as new material was published. Video, audio and written coverage each required an appropriate presentation, while the overall experience still needed to feel like one Toffee TV website.
The partnership played to the strengths of both businesses. Luna brought the brand thinking and visual direction. Cornerstone brought the WordPress build, content architecture and technical implementation needed to make that direction usable day after day.
The design and publishing system had to work together.
Cornerstone built the WordPress structures that allow Toffee TV’s different programmes and formats to share one coherent website.
Connect the website to the wider Toffee TV channel
The website sits at the centre of a larger publishing operation. Supporters also encounter Toffee TV through video platforms, podcasts, Patreon, news services and merchandise. Trying to recreate every one of those services inside WordPress would have made the site more complicated without making it more useful.
Instead, the build gives each service a clear place in the visitor journey. Patreon provides the route to exclusive member content. NewsNow helps distribute eligible written coverage to a wider football audience. The shop connection allows Toffee TV merchandise to appear within the branded website while Shopify handles the underlying commerce.
The result is a central home that helps people move between Toffee TV’s content and services without pretending that every part needs to run on the same platform.
One website can bring the channel together without rebuilding every service.
Patreon, NewsNow and Shopify were connected where they added something useful to the supporter journey.
Let the team publish without rebuilding pages
For a website like this, content management is part of the design. The Toffee TV team needed to add and update material without treating each new episode or article as a website project.
The custom WordPress content types provide repeatable fields and layouts for the channel’s main formats. When a new show, podcast or article is published, it can appear in the relevant archive and be presented consistently with the rest of the site.
Toffee TV retains access for ordinary content work. Cornerstone remains available for changes that affect layouts or need more technical care. That division gives the team useful control while protecting the design from accidental changes that only become obvious on another screen size.
Publishing new material should not mean redesigning the website.
Repeatable WordPress structures give the team a practical way to keep a busy media site moving.
Support that continued after the original project
The website was launched through the Luna and Cornerstone collaboration, but Cornerstone’s involvement did not end with the build.
Cornerstone now provides managed hosting and maintenance directly to Toffee TV. Support has included helping the team with access and homepage changes, advising on the safest way to update more involved layouts and investigating technical issues when they arise.
The domain remains under the client’s management, with Cornerstone providing help when a website problem crosses into its settings. This gives Toffee TV a clear point of contact for the website while leaving ownership of the domain with the business.
The website remained supported after launch.
Hosting, maintenance and practical help give the Toffee TV team somewhere to turn when a change goes beyond routine publishing.
A proper home for an established Everton channel
The Toffee TV website brings a varied body of football coverage into a structure supporters can understand. Current videos can take the lead, recurring shows remain easy to browse, and podcasts, written news, membership and merchandise each have a clear route.
It also reflects a productive division of responsibility. Toffee TV and Luna supplied the story, material and visual direction. Cornerstone built the WordPress system that made it work as an active website and continues to provide the hosting and technical care behind it.
The result is not a static showcase for the Toffee TV brand. It is part of how the channel publishes.