World Wide Mind is an international creative communications company with offices in Sydney, New York, Los Angeles and Tokyo. They collaborate with agencies, studios, networks and brands from concept to completion, to create and produce extraordinary content, across all platforms.
World Wide Mind (WWM) commissioned us to design a website that represented their core service offering and collaborative approach to work. They wanted something clean, easy to navigate; something innovative and unexpected.
Our first challenge arose from a certain conflict we identified between the World Wide Mind logo (a geometric-shaped brain) and the company’s core service offering (video direction and production). Because, well, the symbol of a mind rarely makes the average person think about filmmaking. Since our commission didn’t involve a full-scale identity overhaul, agile thinking for a creative solution was needed.
Our solution was identifying the unifying theme of ‘Thinking in film’. This theme was uncovered during our discovery and exploration phase, which is a standard phase of every project we undertake. We then used the idea to underpin several unconventional and innovative conceptual directions per our brief.
The first visual concept, entitled ‘A worldwide frame of mind’, used the idea of film and frame-by-frame animation to set the visual foundation of the site. The concept also speaks to the collaborative mindset of the WWM group..
We then designed ‘The Storyline,’ leveraging WWM’s strong positioning as storytellers. The storyline concept was a multi-dimensional way of navigating through the website, similar to how you would use a scrubber on a video player. At the highest level, the interaction is linear, navigating from left to right, beginning to end – but as the user progresses through the story, the navigation opens a range of possibilities for the user to dive into on other planes. Think of it like the iTunes scrubber, if you will. You can scrub from side to side, but if you move your hand away from the scrubber itself, it changes the speed of scrubbing the further you get.
These concept designs succeeded in broadening the client’s perspective on how they could express their brand in innovative and unexpected ways. Though impressed, they decided something a little more minimal was the best fit for them. We accepted the challenge and commenced the third concept design.
In response to our client’s direction and our refined understanding of the client’s objective, we built a concept which used a modular grid to inform the layout and bring structure to the elements to bring the work and people to the forefront.
This concept successfully hit our client’s objectives: it resolved the contextual gap between the client’s brand name and the company’s core service offering and brought a focus to their collaborative approach through highlighting the people at WWM. What’s more, it did so in a clean, easy-to-navigate way. We used underlining to represent film edges, to highlight the W, W and M, and used photography in 16:9 aspect ratio to strengthen the expression of the brand through the website. Ultimately, we helped our client position themselves as an innovative and creative communications company.