BLIND WINK Design & Branding BLINDWINK.COM by John McNeil Studio

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Industry Advertising agencies, Business equipment & services, Advertising & Communication
Media Design & Branding
Market United States
Agency John McNeil Studio
Released April 2011

Credits & Description

Category: Online Digital Design
Advertiser: BLIND WINK
Date of First Appearance: Apr 29 2011
Entrant Company: JOHN MCNEIL STUDIO, Berkeley, USA
Entry URL:
Media placement: Website - Online - 29 April 2011

Describe the brief from the client
Director Gore Verbinksi’s production company, Blind Wink, was looking for a web presence to coincide with the launch of their first animated feature film, Rango. The web experience needed to house information relating to Rango in an unconventional way - but also have the flexibility to scale to include future book, film, video game and transmedia projects the production company has in development. Blind Wink’s business model is unconventional, and its website needed to reflect its anachronistic nature.

Describe the challenges and key objectives
The objective was to create an atmosphere of intrigue for a new creative company that had chosen not to promote itself in the typical Hollywood manner. With a short lead time, we were asked to create an engaging and interesting experience that needed to house behind-the-scenes features, artwork, and director’s trailers for Rango. The site also needed to be flexible enough to quickly host new features easily within the framework of the design. Lastly, we needed to find a distinct way to disseminate information about the company without descending into the cliché of Hollywood schlock.

Describe how you arrived at the final design
The final design was borne from a single image: a chicken with a hammer for a head. This interesting, dynamic icon - created at the company’s inception - served as a perfect cornerstone for the website. As a user moves the chicken through the site, ideas (in the form of eggs) are cracked, giving information, vignettes, photos and videos - in short, all of the ideas borne from Blind Wink itself. This chicken and egg interaction serves as a perfect metaphor for the ever-changing dynamic between creator and idea - and as an interesting, thought-provoking backdrop for the website.

Give some indication of how successful the outcome was in the market
Not Applicable. Website launches April 29, 2011.