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Responses by Fouad Mallouk, CEO, Phoenix

Background: Folk was launched two years ago with the purpose of incorporating a human perspective within brand strategy and expression. Therefore, the web site was developed to bring this new human perspective to life—with each moving frame embodying a person’s perspective—in a way that makes sense for regular folks.

Highlights: The most original design elements of the website are the vibrant color combinations and the use of the frame as a mask on the landing page. Since we knew we had to attract people who come from different markets, we had to create a website that broke conventions and was easy to surf.

Challenges: The main challenge on this site was the home page with the masking effect relative to the mouse’s position. The tricky part was to handle the color-change and masking at the same time, but we managed to achieve something quite awesome! It was also difficult to get the homepage slider just right and create nice transitions between the pages.

Favorite details: The fluidity of the navigation, the superposition of color frames, the dynamic use of photographs and the moving frame in the home page that allows for a fun and creative way to demonstrate our brand belief. The concept behind the frame, the human aspect and the animations all slide perfectly together.

Navigational structure: We wanted a fluid navigation between the pages of the website, which is why we worked in Ajax and created awesome transitions. It’s not the size of your website that counts, it’s the motion of the pages!

Technical features: We used our classic processes and the development was made using ES6 Javascript paired with BarbaJS, GSAP and Github’s “smooth-scrollbar.” Our code is mostly built with basic OOP and our custom starter, but we like to keep things simple in order to have control over our code.

folkstrategies.com/en

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