Responsibilities

Visual Design, Photography & Art Direction

Role

Senior Designer

Adrenalin was in need of a slick new website that met the business requirements and creative ambitions for the digital creative agency.

The agency also wanted to build a more flexible CMS. Allowing case studies and targeted conversion-optimized landing pages to be efficiently built without relying on time-scarce developers.

Working closely with the founder, managing director and creative and design leads we worked to bring the website in line with the new positioning of Adrenalin as a creative-lead, premium brand.

Design Exploration & Concept Development

Before settling on the design direction, we went through an exploration & concept development phase. This allowed us to quickly try different approaches, iterate and then share with our client early on.

The direction we eventually decided on was to put the culture and people of the agency front and center, and then lead into the work from that.

Initial concepts created during design exploration

Lifting our design language with motion

Our design language used throughout was deceptively simple. We wanted to allow an air of confidence to shine through and let the motion design be the stand out.

Each component was designed with motion in mind and considerate of how they would feel together in close proximity.

Video & motion design in our hero panel

Typography in motion

Motion was considered within typography throughout the entire site. We used a masking effect to reveal the text from the bottom. This tied into the effect we were using on the imagery as well.

Culture & Adrenalin X Pages

Basic page transitions

Our basic page transitions were constructed in a way that would establish a hierarchy based on timings. The last stroke to appear next to the sub-headline informs the user to 'start reading here'. 

Responsive

The data showed that our users primarily used a desktop device to view our site. This lead to desktop being our design priority, but our design system allowed a seamless transition to smaller device sizes.

Photography

As part of the re-design we undertook an office photo shoot and organised new staff photos. We wanted to convey a sense of working in a digital agency by capturing the spirit of teamwork and collaboration.

New staff photos on the 'Culture' page

Images from the office shoot

Building out our component library

Using a component-based design approach we created robust, scaleable components to handle all sorts of content across the Adrenalin website. 

404 Page

404 pages can often be forgotten and left to the end, which unfortunately happened with this project. We used copywriting and our typography motion styles to tell an enduring story of what happened to this one.

Copyright © 2020 Alex Dale