Responses by Andrea Trevisan, founder and creative director, Efesto.
Background: The Brooks LAB invites you to discover inspiring stories and open yourself up to new possibilities for adventure through a collaboration with NOWNESS and a unique range of products. The audience is the community at the convergence of Brooks, Nowness and bike lovers, and the site acts as the center of a digital promotion campaign where all users arrive.
Design core: The typography and images. All are aligned with the Brooks brand style. Combined together, they create a strong impact upon visitors to the site.
Challenges: Putting together content to create a good storytelling experience for all users. The turnaround time was short but not too short to create this project. We think that the website has a strong impact with the target audience.
Navigation structure: We thought of it as a book. The vertical scroll is for the cover, and the horizontal scroll or click is for discovering more about the chapters. There are also plenty of microinteractions in all sections of the website to provide a better experience but made with the best UX and browser-performance practices.