Loading ...

Responses by Jean Naudy, art director, PAM Studio, and Julie Barthélemy, copywriter, White Elephant

Background: The site is Julie’s portfolio, featuring her copywriting work produced under her brand White Elephant. It is designed to speak to digital agencies and art directors. “My creative brief for Jean was short,” Barthélemy says, “roughly one sentence: ‘the portfolio has to signal a certain appreciation for the well-made while not taking itself too seriously.’”

Design core: The design is led by a soft retro vibe with a rather feminine—yet not girly—touch. For it to work, the typographic choices were paramount. “I went for soft titles combined with quite strict paragraphs, the latter reflecting the ‘down to the matter” side of the content,” says Naudy. “It boiled down to neutral backgrounds combined with colorful titles, font choices and transitional wave animations.”

Favorite details: “The visual identity I created, carrying that light and trendy feel,” Naudy says. “It echoes the trunk of an elephant.”

Challenges: “There was an overall challenge that had to do with the very nature of the work featured,” Barthélemy recalls. “Copy is essentially just words. Although it could have been tempting to lean toward a site design that would reference editorial or typographic worlds, I was keen to have a very visual site, supporting the idea that copy is much more powerful when it properly interacts with design. The project entries are way more visual than lexical—possibly counterintuitive for the topic of copywriting, yet they offer a more intuitive, less demanding way to navigate. Another really tricky thing was to display creations at both a page level and a sentence level. Since the works are mainly website copy, they are very codependent with their surroundings. We opted for a mix of big sentence-level screenshots and zoomed-out, page-level ones that can’t actually be read; they carry out this sense that the texts are produced with UX in mind.”

Navigation structure: The navigation had to be simple and follow the classic portfolio standards, enabling visitors to focus on content. “The transitions between the pages ease the overall experience,” Naudy explains. “Somehow they are also reminiscent of the identity and the topic itself, with the words taking shape and arriving in turn like waves. To make it all a bit whimsical and not too dramatic, I added GIFs: a nice break for the brain and a slightly nerdy nod to all things digital.”

Technology: We kept it simple. WordPress, TweenMax and Locomotive scrolling.

white-elephant.fr

Browse Projects

Click on an image to view more from each project
X

With a free Commarts account, you can enjoy 50% more free content
Create an Account
Get a subscription and have unlimited access
Subscribe
Already a subscriber or have a Commarts account?
Sign In
X

Get a subscription and have unlimited access
Subscribe
Already a subscriber?
Sign In