WE ARE SKY

SKY is a psychological branding agency based in Los Angeles. As Art Director, I had the opportunity to lead the redesign of their website alongside a team of developers, project managers and another designer.

The challenge:

Create a unique website experience that is memorable, simple and on brand. 

The solution:

With a name like SKY and a tagline of ‘Above The Noise’ there was a clear visual starting point. To create a unique experience that breaks convention, we had to deconstruct the standard components that make up a traditional website. 

• Navigation - Instead of your standard top nav, it made more sense to use the perimeter of the page instead. If we’re not up in the sky, let’s navigate accordingly. With this thinking, the simplification made sense. If home is the neutral point, it made sense to place ‘Work’ on the left. This would take you on a journey to the past, visiting past work and projects. ‘Services’ made sense on the right, by showcasing SKY’s services, the user is able to see what future projects may look like. ‘Above The Noise’, SKY’s tagline also serves as a hub for all things unrelated to client work. Pushing upward in elevation above the cloud line, this is why SKY get’s to showcase their thinking, original content, and thought leadership. Lastly, ‘Contact’, brings you back down to earth. Specifically to downtown Los Angeles to SKY headquarters allowing you to send a message and get in touch. 

• 3D using WebGL - In order to make the website FEEL different, we needed to utilize the tools that offered a more dimensional experience. 

The Results:

Since the launch of this redesign, SKY’s unique website experience has become an ice breaker and starting point of conversation with many prospective clients. At the start of this project, I imagined our target user (brand director / entrepreneur) on their search for a branding agency. I imagined them sifting thru search results and thought about how to leverage what everyone else was doing as contrast. When other agencies are loud, bold, fast, and flashy with an immediate sizzle reel an audio track, it sets up SKY to stand out quietly, simply and most importantly on brand. The intention is to not overwhelm but to ignite a curiosity to contact.