Responses by Anton Sulsky, chief executive officer and creative director, Vide Infra
Background: The website’s main goal is to promote Jayasom to potential partners, resorts and investors. Besides managing its own properties, the wellness company organizes high-class centers within other resorts around the globe—the site is primarily targeted toward this audience.
Design core: Jayasom uses a holistic approach to help its clients evoke their natural beauty, health and potential. We depicted that using images of the subtle beauty of nature and transforming them with the user’s interaction into people’s silhouettes. As a result, natural beauty becomes an inner part of Jayasom’s people—this was the communication concept. Another element is the strings that go through the site’s scenes as a single element, reacting to the users’ interaction like a wave. They break into straight, separate lines in the Modes section, where they become an interactive menu for the services offered by Jayasom in its wellness centers.
Challenges: Coming up with the communication concept was challenging, as we wanted to achieve a certain balance between using a minimal toolset, a high visual impact, advanced technology and overall a premium look and feel. We did this in a series of elaborate design iterations where we discovered more elegant ways to resolve these tasks. Luckily, Jayasom allowed us time and supported our drive to find the best solution.