Responses by Mirko Santangelo, senior designer, Paper Tiger
Background: The main purpose of the site is to present our new corporate identity to the public after a long internal redesign process, in conjunction with the ten-year anniversary of our company. We wanted our new site to feel modern and exciting and, ultimately, attract clients who are looking for the same outcome for their website or brand.
Highlights: It ranges from the dynamic manipulation of the SVG elements and its visual contrast derived from the interpolation of fluid shapes with bright and variegated tones, to the pure minimalist typography built on top of the white space. This affects the browsing experience and presentation of the content, allowing users to explore in a simple—but not trivial—way the projects contained in our portfolio.
Challenges: The site had been released at the same time as the launch of our new corporate identity. Each element within it, from the typographic rhythm to the micro-interactions and the decorative elements, had been designed to follow this visual language. The most challenging aspect was to get the right balance between the aforementioned elements in order to create a digital experience that could reflect our company’s maturity and growth achieved over the course of ten years.
Favorite details: I’m very proud of the SVG animations applied to typographic elements; they act as a unique element for our brand mark. I also like how the site typography behaves and changes in relation to the user’s device or browser window, providing the best content flow possible at a given resolution.
Technical features: The site back-end was built on top of the solid and fast foundations of Craft, a CMS/back-end engine, which allowed us to modularize our content. It’s the most effective solution that we like to suggest to all our potential customers to build their projects with maximum scalability and top technical performance in the long term.
Approach: One of the first initial concepts of the site design was based on a dark almost black user interface, with sharp and angular geometric shapes, whimsical artworks and a centered layout. But after coding the site out, we realized it simply didn’t speak to who we are as a company. We decided to completely change the direction and go exactly in the opposite way, starting over and rethinking the design from scratch.