Responses by Chelsea Flaming and Guillaume Hamon, cofounders/creative directors, Oui Will
Background: Created by San Diego–based biotechnology platform Genomatic, Brontide, a naturally sourced butylene glycol, is a high performance ingredient used in a variety of personal care and cosmetic applications. It can also be used to add texture to a lotion or as a stabilizer for extracts. Brontide needed a new online experience that would visually capture the essence of the product for a European clientele.
Challenges: Delivering a modern and visually immersive user experience that will engage users in the discovery of information. We integrated an updated brand content direction—photography and video production—to ensure a seamless and high quality brand experience that creates tangible and emotional connections with the users.
Favorite details: That we made our client happy. We managed to reflect a high level of technical precision without compromising the style and femininity aspect of the product, and we also strived to maintain a sense of accessibility and approachability while strategically elevating the brand. It was a large balancing act to avoid going towards one side over the other.
Navigational structure: We tried to add a feminine aspect to the website while avoiding a completely editorial style and emphasizing the technical aspect of the product. We thought that the imagery and lateral scroll with the proper animations would merge the goals perfectly.
Technical features: A custom WebGL framework is used on most of the website to get more control of memory usage and reduce janks. We also used WebGL for large retina images on long scroll pages, as it uses less memory than CSS transforms. Moreover, this allowed us to add extra image effects, such as the glowy fade-in on the first loading image or the water transitions. And finally, as we already used WebGL for both the text and images, it was easier to add the 3-D leaves without really impacting the site performance.