Clutch Studios
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Overview
After a decade of the same branding, it was time for a refresh for Clutch. We didn't want to completly reinvent what we though was fitting for our target, but it was time to update the design into something more contemporary. The main branding element for Clutch was out website, which is where we started.
Approach
When redesigning Clutch's website, we were looking for something that leaned into our CGI and design capabilities, while also creating a feeling of user-driven interaction. With Clutch being new into the interactive service space, we wanted the webiste to look and feel different than a typical studio, with a focus on interaction, scroll driven video and of course, work samples.
For the visual design refresh, we decided to keep the limited color palette the brand had established, but modernize the typography. The limited palette heavy in black and neutrals with a strong reliance on red as an accent color allowed the natural colors of the work case studies to contrast.
UX/UI Design elements were thought through to make sure that as a user was moving through the site, that the design would still feel intuitive to navigate.
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The animation that opens the site was treated the same as a client project, first starting with storyboards and style frames to lock down the action and then thinking thorugh the transitions that would be required to stich it all together
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Frame from the third squence. This sequence in particular was a challange because it not only required the simulation of an ocean surface but also layers of collision and interation within the water.
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The splash sequence required a unique water simulation itself, but it also had the challenge of figuring out how to transtion from an underwater sence to studio lighting.
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