Responses by Bryan Edmondson, creative director/founder, SEA
Background: Our website was designed and built by ourselves over a period of nine months—we had quite a bit of internal debate! The site’s purpose is simple—to showcase our work over the past two decades in a snapshot. It’s extremely difficult to show every brand identity SEA has been involved with, so we decided to show the highlights and the diversity of our work—from Monotype to Christies, to Fedrigoni, to Jamie Oliver, to our favorite coffee shop near our studio.
Highlights: The core features are presenting the work, either as videos or stills, as simple and “wide screen” as possible. We also wanted to put some of our identity work in context by offering various snippets from each of the client briefs. We were also interested in recognizing many of our long-standing clients with a short visual reference—acknowledging some of our oldest and latest projects.
Challenges: The most challenging aspect was the editing! We had many questions to address including: what projects best represent SEA now versus reflecting on projects designed almost two decades ago? Also, coming to a group agreement was challenging!
Favorite details: I’m most proud of the depth we have gone into for some of the featured work, like Monotype’s brand identity. It was a deep and complex project that lasted over six years, so it was important to reflect this important and influential piece of work.
Navigation structure: We are well aware how designers view other designers’ websites for many different reasons. However, our only audience is our future clients and we wanted the user journey to be as easy as possible—by viewing projects, linking other related projects and getting to know more about the agency.
Anything new: We discovered new elements of projects that were long forgotten by going back to the original images. Last year, SEA celebrated twenty years by producing a book with four (five-year) chapters and this work helped us reorganize our projects in time to design the new website. It was a great process of editing, even though it was extremely challenging!