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Responses by Erik Attkisson, principal, Satellite Agency.

Background: A late entrant into the CBD market, Camberwell commissioned us to develop a market-penetrating brand strategy, robust visual identity system and brand applications like the website. Our jumping-off point was to ask: How do you brand a commodity like CBD? By realizing it’s not just about health benefits to oneself, but how being healthy enables us to put our best foot forward, so we can live lives that are better together—better friends, partners, parents and lovers. There is no i in weed, but there is a we! Our tandem winged lions symbolize mutual care for ourselves and our tribe.

Design core: The site successfully tells the Camberwell story, encouraging those curious about CBD to join the fun and reconnect to those most important to you. It blends photography, storytelling and amazing graphic art to bring the brand to life. This truly is one of our most successful projects because all those elements combined convey a super-positive mood and vibe for Camberwell.

Favorite details: If I had to pick, I’m most proud of all the Easter egg animations that pepper the site and delight the eyes.

Challenges: Achieving the right balance of brand design and messaging with the e-commerce imperative of the site. We knew we couldn’t just hang up a shingle and say, “Hey, here’s another CBD brand.” We had to say why there’s another CBD brand, one that makes its case emotionally and through distinguished premium positioning. At the same time, we’ve got to sell product! I think we struck the right harmony.

Time constraints: Time is always an issue. Fortunately, we had a very supportive client who wanted the site to be the very best it could be, understanding that we needed time to make that happen. Those are 1 in 20.

Divergent paths: The one aspect I believe I would do differently is creating our own original brand photo library. In the time it took to find the most brand-aligned, licensable stock photography, we probably could have done an original shoot. I’m proud of our photo curation in the end, but proprietary images can really bring a brand world to life online.

New lessons: I learned a whole lot about cannabis and CBD! That’s the one thing I love about branding and interactive design: with each new client and project, we’re lucky to have the opportunity to immerse ourselves in strange new worlds. At Satellite, we love learning and figuring out how to use interactive platforms to tell brand stories in delightful ways.

Navigation structure: For most of our sites, we tend to favor a hidden hamburger menu. We prefer the cleaner look over the ever-present nav prompts. Making navigation contextual like that keeps users’ focus on the content in front of them; it enables us to guide them to our calls to action with fewer distractions. Our nav is more expected than experimental, but in many of the animation Easter eggs, we do link to thematically relevant areas of the site. It keeps guests engaged and surprised.

Technology: We built the site with JavaScript, Bodymovin for animations and Liquid by Shopify as the template engine. On the Camberworld page, it was quite difficult to get the large winged lion to open and close its wings as you scroll up and down!

camberwell.net

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