Kinetic Engineering Design & Branding KINETIC V5 by Kinetic Singapore


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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Singapore
Agency Kinetic Singapore
Art Director Lim Shue Pann
Copywriter Joseph Davies
Designer Elen Winata, Esther Goh
Photographer Clay Kuok
Typographer Jack Tan
Released October 2011

Credits & Description

Category: Online Digital Design
Creative Director: Pann Lim (Kinetic Singapore)
Art Director: Jack Tan/Pann Lim (Kinetic Singapore)
Designer: Esther Goh/Elen Winata (Kinetic Singapore)
Copywriter: Joseph Davies (Kinetic Singapore)
Typographer: Jack Tan (Kinetic Singapore)
Developer: Noel Chan/Edwin Toh (Kinetic Singapore)
Videographer: Desmond Tan (Kinetic Singapore)
Photographer: Clay Kuok (Kinetic Singapore)
Sound Engineer/Composer: Victor Low (Kinetic Singapore)
Media placement: Website - Online - 9 October 2011 - Now

Describe the brief from the client
Our previous agency website was a timeless testament to our craft and founding principles - but it had been around for a while. A decade to be exact. To celebrate the ‘new age’ of our company, we wanted to encapsulate the spirit of our people, our vision and our philosophy into a new web experience.

Describe the challenges and key objectives
To balance the functionality and wackiness of the website proved to be a big challenge. We wanted visitors to be immersed in our world of science, but functionality was also important. Playing hard in the left field, the consensus came when we re-looked at our DNA: we didn't want to cop out of our vision of creating something completely different. It was a gamble to create a compelling enough website such that visitors explore our site in entirety, finding the actual hard-working content through genuine discovery.

Describe how you arrived at the final design

We sat down to go through a list of topics that were conceptually strong. It needed to link back to our work, people, awards, and philosophy. Arcane science was something that stuck. Then came the fun part: we began curating a list of visually arresting subtopics to blow convention out of the water. Our assorted crafts of writing, art direction, typography, illustration, photography and random nonsense were thrown into the template-less layout of a Fanzine. The results were satisfying.

Give some indication of how successful the outcome was in the market
Lots of reputable blogs and websites picked us up, and we got mentioned in thousands of tweets from around the world, and saw our web traffic increase exponentially just days after launch. Soon, our own clients began asking us to do more daring stuff, seeing the potential in our collective madness. The true measure of success is that we have managed to pull a “corporate” website of this nature and getting away with it.