YETI website Design + dev for a creative agency

YETI are a Liverpool based creative agency delivering campaigns for high street fashion brands. They approached design studio Superfried to re-design and develop their new website.

YETI's brand is quite boisterous, energetic and disruptive, which is ideal for the nature of their work and target demographic. However, it required slight restraint to help convey their expertise in this sector. This was achieved by creating a calmer, more confident design style.

The existing brand identity made use of a very vibrant blue. To maintain the calm, confident positioning, the palette was heavily controlled directing the use of the blue solely for highlight purposes – background for the intro call to actions in the footer. Elsewhere black was selected as the background colour to maximise the impact of their content.

The main aim for the site was simplicity. This would ensure the focus was placed on the work and minimise update time – a key client request. Consequently, copy was kept to a minimum and attention directed towards management and presentation of their output. Most of their campaigns feature video content, so we wanted to capture the dynamic, high energy nature of this work. In addition to a homepage showreel, numerous animated content options were catered for in the CMS – videos via upload / embed, video clips for case studies / thumbnails and animated gifs. For balance, to counteract the dynamic content, static image thumbnails utilised a very slow zoom on rollover.

For navigation, once again we wanted to minimise the distractions and clutter with a simple system that could be used across all devices. To avoid confusion we simply gave the user only one thing to potentially click – a giant '+' that is always in view. Just in case this was overlooked, scrolling down the page would still lead to the relevant work. Upon selecting a case study, the user can navigate to the next or previous project via the arrows at the bottom of the page.

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this is yeti.co.uk