Responses by Pascal Tremblay, creative director and co-founder, The Good Kind.
Background: The site’s main audiences are Fortune 500 chief executive officers, chief technical officers and chief marketing officers that have medium-to-large supply chains to manage. Supply chains are the backbone of global commerce, so those companies are always looking at ways to make their supply chains better. One of the ways to do that is by exploring cutting edge technology, like what Aanika offers, to increase efficiencies, transparency and sustainability.
The site was part of a complete rebrand including a new name, messaging and identity. The company used to be called “Carverr” in honor of George Washington Carver, an American scientist and inventor that was born in slavery. It was a great intention and choice of person to honor, but the last name by itself with the double R at the end sounded like a weird mix of a horror movie and a Web 2.0 startup. The new site was the first platform where the company expressed its new direction. As its main channel for engaging its audience, it was a very important project for Aanika as well as our focus in bringing its new brand to life.
Design core: The brand’s concept revolves around the vision of a future where nature is meeting technology in a perfectly harmonious way: a world where humanity has found balance through transparency and has harnessed technology for its most positive aspects. We wanted to offer an inspiring vision of the future that could be supported by cutting edge technology like Aanika’s. What also inspired us is the word biotech and visually embodying the words biology and technology. There’s often a clash of perspectives when it comes to those two: biology being seen as green, organic and warm; technology being cold, metallic and hard. What if, in the future, we brought both of those seemingly contradicting elements together and leveraged synergies? I find the possibilities very exciting.
Favorite details: I am quite proud of the amount of polish we were able to put into the illustrations and development of the site, in terms of microinteractions and transitions. The timeline for the project was rather tight, and we raced in the last few weeks to put it all together in time for launch. Huge kudos to Andrew Govender and Núria Madrid, who put in lots of overtime and brought their keen eyes for detail in the short time we had to complete the whole thing.
Challenges: Distilling the complex science and myriad of possible applications for Aanika’s technology into easy to understand images and copy. We tried to get to the essence of each concept or bit of information and strip it down to its basic meaning. We worked closely with the client, especially on the copy side, to help facilitate the clarity needed to drive its message home without overly burdening users with information. The key goal for us was to tease potential clients into getting in touch with Aanika.