Responses by Cris Dijkman, design director, SuperHeroes.
Background: At SuperHeroes, we underwent a huge refresh of our identity including the redesign of our website—one of our most important assets. We wanted the website to portray our work in the most young, stylish way, in line with SuperHeroes’s not-boring approach. We did not go for the “let the work speak for itself” approach because that would be boring. Instead, we chose to go for a bold, vibrant and bespoke design true to the DNA of SuperHeroes.
Design core: The core design of our site is a mix of bespoke elements and typography. The buttons, titles and spray-paint gradients are all tailor made. We believe in a bespoke design approach, where preexisting and tailor-made elements are combined to make unique designs.
Favorite details: The Boring Switch. A fun, interactive way to play with SuperHeroes’s core belief: “Saving the World from Boring Advertising.” The user can choose to view the website in boring mode, which is a fun Easter egg. It raised some discussions and food for thought here in our office: Is the boring mode really boring? Or is the sheer functionality of it beautiful and exciting?
Challenges: The storytelling. We redefined all our old and new cases: rewriting the copy and updating all the imagery. Finding the right balance between copy and image and staying true to our new bold, vibrant identity was a challenge, but we did it!
Special technical features: We applied a fluid design to the entire website, ensuring that all images are presented in the most optimal way on screens of all sizes and on all devices. An unlimited scroll is applied to our WORK page, enhancing the viewer experience and showcasing the endless great work we’ve done.