Using a themed, "natural" background image that would complement the colour of the shoe and provide an additional "eco" feeling to the company.
After a series of brainstorms we decided to appeal to the feelings along with the desire to buy: the hero image consisted 50% from the "eco" idea and 50% from the shoes themselves.
This approach allowed us to change the background to suit the color of the shoe and reach a high level of idea+product integrity.
The client was generally pleased with the result, however, he found his old promo materials that he really wanted to make use of.
Since this was a completely different style, we had to quickly adapt to using animated graphics and the cartoonish style of the material.
The final version of the website became a mixture of the cartoon style and our vision of a more practical and life-like approach.
We wanted the Hero Image to catch the viewed eye so something animated was the optimal solution. Since the initial video from the client was a little too creepy, we ditched it and went with our own solution - a clean, neat, very relaxed animation of the clouds gave the page an interesting cartoonish look.
The hero image was then cut in the bottom-right side to show there’s more to see and incentivise scrolling.
Still, the main idea was to keep things simple and easy. We went for a single page, removing any clutter and focusing on the shoes themselves: a click on one of the models leads the customer to a full view of the shoe and the description (which was also kept to a minimum, nobody reads walls of text).
The final version of the website became a mixture of the cartoon style and our vision of a more practical and life-like approach.The hero image was cut in the bottom-right side to show there’s more to see and incentivise a scroll.While we decided to keep the copy, new icons we re made to fit into the style of the hero image.
In the end we’re achieved the 2 most important and tough goals of the project: telling all the important parts of the KIN mission and products, and keeping the buying process as simple and intuitive as possible.
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