Undercurrent is a London-based brand experience agency, specialising in live communication, events and brand activity for both B2C and B2B customers.
Undercurrent operate in a fast-paced market where energy, creativity and the ability to deliver on promise are key ingredients for success. With an ever-growing client list of well known brands, they wanted to inject the same creativity and passion into their own website to help position themselves as a market leader in their field.
In 2011, they celebrated their 10th anniversary and many of their clients have been with them from the beginning. As part of our brief, we had to ensure that the redesign still captured the company ethos and personality which their clients had become so familiar with over the years.
The site needed to be a vehicle to win over new clients and impress existing ones. The brand needed to be sympathetically evolved so that older clients still had a strong emotional attachment to the company. A last requirement was that the team were able to update certain sections of the site themselves, to ensure it was kept up-to-date with fresh content at all times.
Having met with the team at Undercurrent, it became immediately apparent that one of their USP's was the individual and collective personalities of the people who worked there. We really wanted to add an experiential element to our designs that could play up this angle and use it to bring the site to life.
We opted to design a set of avatars which graphically represented each member of the team. We brought them to life using Flash animation and positioned them throughout the website to present a fun and engaging user experience.
Alongside the fun aspects of the design, the website also needed to provide Undercurrent with a content management system so they could keep their content fresh and informative. With a .net CMS we were able to create a professional and scalable framework behind the visually rich page designs.