Website & Brand Design
Fabricari is a high-end property development company based in Chelsea, London. The client had a very clear objective – to show their magnificent portfolio in a simple, yet uncluttered way. We instantly knew, after seeing their portfolio of work, that the design cannot distract from the rich imagery at all.
As the primary point of contact for this job, I was tasked with managing the entire project, working closely with the client, the full-stack developer and the photographer. I was in charge of art-directing and designing the identity and website. Generally loving to be involved in the whole process, I also sunk my teeth into most of the retouching, After Effects prototypes and even some of the front-end development.
Looking to unique examples of scrolling interactions from a wide range of reference sites (thank you AWWWARDS), it was clear that a one-page site enhanced with scrolling interactions would be the ideal solution to showcasing Fabricari’s brilliant portfolio and enhancing their imagery, while not distracting from it.
Image Zoom Using The User’s Scroll Event
We first selected the images that we would highlight using the scrolling interactions. Then we retouched these images to extract the moveable elements. Next, we had to rebuild missing pixels from the “behind” the extracted elements. This was laborious but extremely rewarding.
At the prototyping stage, we first explored the easy-to-build options using a typical parallax scroll, but quickly discovered this wouldn’t work, because furniture wouldn’t really move only on a z-axis unless they were being dropped in by a crane! So we ditched this and took the more difficult-to-build option of emulating a zoom into the image using the scroll event. This was the solution to adding that “enhancement” to the images, without being gimmicky.
These were first prototyped in After Effects and then in the browser.
Whilst investigating Fabricari’s existing brand assets, we realised that their identity wasn’t quite in line with the quality of their work and personality of their brand. The existing logo was messy and too complex with lines too thin to manifest over various media, especially print.
Fabricari was adamant on having something complex and detailed, yet at the same time, not looking “over-designed”. I was very inspired by the Art Deco movement for this project, and I focused on the idea of “simplicity in complexity”, using symmetry along with delicate lines and curves. This, with a simple colour palette seemed to “hit the spot” for Fabricari’s new identity.
Matt Enks – Development.
Matt is a full-stack developer who previously worked for Condé Nast Digital (Vogue, GQ and Wired magazines). A serious talent.
James Gowdy – Retouching & After Effects prototypes
Alexis Hamilton – Photography
Wordcomm – Agency