The use of imagery and moving images were my primary concept. The impact of WILD’s video work has been so great that it would’ve been a waste not to utilise the moving images as much as possible. Therefore, early concepts consisted a lot of full screen videos.On top of this, there was the idea of utilising a dark interface to provide a cinematic experience.
Coupled with WILD’s golden primary colour and graining effects throughout the background, it gave a classic filmography look which heavily reflected the storytelling aspect. It also allowed greater contrast of content, elevating key information.There were also exploration on using different shapes and moving transitions to create subtle brand relations, such as the ‘W’ in the screen on the bottom (right).
After a couple rounds of design review on the early concepts, we have collectively made the decision to tone down the intensity from the designs; although still keeping the elements of the boldness and image-led styling.
Dark cinematic screens are still used throughout the site, more so on the project-detail pages. Pin-stripes are visible throughout the site in the background, signifying frames in videography, whilst also acting as guidelines.
The use of outlined text styles are also present throughout, to add subtlety of the brand’s key values. Auto-playing videos heavily dominates all imagery seen in the designs.
As mentioned previously, project-detailed screens are presented in a dark manner, mimicking a cinematic experience. Both still-images and moving images are utilised here, with description floating from side to side irregularly. The aim of this is to mimic a storyboard feel, to elevate the storytelling aspect of this agency.
