We engrossed ourselves in the band, the album and the zeitgeist of 1997. We didn’t want to fall into the trap of creating only a nostalgic throwback, and thus explored what the prodigy represented back then and how that would translate onto today. The Fat of the Land was a groundbreaking and genre transcending album ahead of its time, and we wanted to mirror that in our designs, whilst also bringing forth the nostalgic grunge of the late 90s.

About as polished as public toilet doodles - that was our early direction for the brand. We elaborated that initial direction through 6 keywords. We explored the keywords further by creating two moodboards.

Raw
Punk
Rebellious
Noisy
Unpolished
"Fuck-off-mentality"

Our moodboard inspired us to pursue an analog feeling for the brand. We explored what this could entail through a workshop. We collected various materials, manipulated them and digitalized them with a scanner and cameras.

Early low fidelity sketching and wireframing defined what we would build - what user journeys our demo would support, how those pages would roughly look and what assets we might need.

We worked almost exclusively with assets created by us. This would allow us to have a unique brand which would convey the analog DIY-aesthetic.

We designed the high-fidelity UI in parallel whilst creating assets and fine tuning the brand. This was the canvas where we explored how everything would come together in a few key pages. I moved on to work and iterate further in Webflow as soon as we had a good enough outline of the entire user journey and a few finished key pages.

The casefilm summarizes the project and was submitted together with the final website to the D&AD New Blood Awards 2022 competition. The main focus of the video is to convey the tonality and brand of the project.