Background: fold7 is an independent creative advertising and digital company in London that creates award-winning social, brand, design and digital communications. The website’s aim was to create a digital portfolio and bring to life the agency’s personality. The website is for potential clients as well as people and employees in the creative industry. The fold7 office is distinctive in layout and design; with unique rooms, surprising elements and interesting design attributes, we were inspired to bring the physical aspects of the space into the website. The site shares the scope of impressive work fold7 does for clients of which it is proud.
Design core: The design and interaction of the site was inspired by fold7’s company logo, the fox and its behavior. By nature, foxes have an inquisitive nature and a bashful personality but are also playful and adventure-seeking. Inspired by this, we created a website that was playful and experimental. This came to life in the functionality of the site by creating an equally playful and experimental user experience while championing the work and letting it speak for itself.
When you go to the menu, you open up the foxhole as though you are falling into the minds of the creatives behind fold7. Because fold7 is a fun, light and quirky team, we wanted to whole site to radiate this. The website became an extension of the brand and expanded on visual language in a digital space.
Favorite details: We are most proud of the power of this collaboration. Along with Alex Frison de Isla, Malvah Studio collaborated with fold7 to create a site that is as beautiful as it is functional. We love how effortless the navigation and motion elements are on the site, it feels so seamless with nuggets of surprising motion and visual elements throughout that speak to the creative agency.
Navigation structure: The navigation structure was inspired by the fox and the animal’s behavior. We thought about the attributes and movements of foxes and how they inhabit their natural environment. This resulted in a truly unique user experience.
New lessons: We learned about the power of collaboration and teamwork. The final result was successful due to the teams that came together and contributed to the project, creating a website we are all very proud of.