A concept for an interactive brand book The Mill was invited to pitch for whilst interning there. My approach aimed at creating an online experience which will determine users to easily navigate through the website in order to discover the brand’s values.
The users are taken into a journey which uses strong imagery to present moments that define the happiness life has to offer, while overlaid messages create a simple narrative in a more metaphoric relation to the images created. As they stay more on an image, geometric patterns start to gradually invade the page, to finally reveal images of disease cells.
While the organic process of building patterns presents a rather beautiful and engaging visual moment, the final reveal of the pattern makes users realise its meaning, showing how disease can affect their life, ruining all the beautiful moments.
By using the generative patterns, users are drawn into staying more on the pages as new animations appear, thus constantly remembered of the main message. On the other hand, they are encouraged in clicking to the next page and following the narrative in order to discover the whole content of the online brandbook.