YETI website Design + dev for a creative agency

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

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

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

The main aim of the site was simplicity. This would ensure the user focus was placed on the output of their creative studio and minimise update time – a key client request. Consequently, copy was kept to a minimum, and attention to detail was directed towards the management and presentation of their creative 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 portfolio showreel, numerous options for animated content were catered for in the backend CMS – videos via upload/embed, video clips for case studies/thumbnails, and animated gifs. For balance, in contrast to the dynamic content, static image thumbnails utilised a very slow zoom rollover effect.

For navigation, once again we wanted to minimise the distractions and clutter with a simple user interface design 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 access the next or previous project via the intuitive navigation at the bottom of the page.

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