Responses by Andrew Hurmanchuk, art director; and Roman Slipchenko, managing partner, Areal Design.

Background: Widely recognized for its large-scale, daring marketing, Parimatch Tech provides innovative tech solutions in the gaming and entertainment industry. Our site presents the solution to an ambitious brief: designing an emotional website that would convey the company’s values and work for building a strong employer brand while attracting the attention of some of the best specialists. From the point of view of communication, the site is also a hub for interaction with the press, the internal team, potential partners and IT students, among others.

Design core: We found inspiration from the brand identity, which stands behind the design solution. The site’s concept is based on the history of three archetypes that reflect the gaming and entertainment industry—a fighter, a cyberathlete and a programmer—and we designed and brought these archetypes with 3-D models. Each character is revealed through the site’s storytelling. Thanks to the courage of the company as well, this idea was fully implemented without significant modifications to the brand.

Favorite details: The presentation of the company’s top management. We used a special technique to create 3-D holograms of their portraits. Also, the specific UX solutions due to the huge amount of information on pages: unique content distribution grid and transitions without clicks.

Challenges: The production and integration of 3-D models into the site, as well as creating mobile optimization for the best user experience even with a slower internet connection.

New lessons: We gained new experience working on large-scale projects with close integration of the clients’ internal departments: IT, HR, communications departments and so on. Among our new skills, we learned more about the creation of digital sculptures and realistic 3-D mask copies of real people.

Navigation structure: Initially, we were driven by a large amount of information to include on the site. Therefore, we designed the information architecture with connections between pages and targeted actions. Storytelling throughout the site is emphasized by transitions without additional clicks through all pages.

Separately, the job listings on the site required a rethinking of using third-party HR services. We integrated all vacancies to the company’s website using one-way integration, so potential employees will not have to leave the site to learn more about job openings.

Technology: The site overall is built with CSS3, HTML5, PHP, jQuery and jQuery UI. We used WordPress as a content management system in combination with Cloudflare as a DNS provider—it’s a secure and easily maintainable solution. We also used three.js, TweenJS and WebGL for 3-D animations. GSAP provides the animated point clouds for holograms and text animations. Lottie Web supports the SVG animations.

The website grid is built on top of the CSS clip-path property, which creates the content breakdown. These solutions made it possible to adapt the complex page structure to different devices. Also, we did integration with a third-party employee service using custom REST API for employee data.