ABOUT

Background
The Australian Writers and Art Directors Association (AWARD) underwent a radical re-branding in 2009. The new brand identity was a living and fluid ‘A’ logo reflective of the creative community.

Brief
Translate this unique design online and create a website which showcased the larger AWARD community as a whole – including all their various awards, AWARD winners and organisation offshoots such as AWARD school and the AWARD online store.

Execution
An opportunity existed to push the boundaries of conventional web design with the majority of the audience being savvy and design lead.
The dynamically changing logo is the central design element of the site. The dots used in the logo extend becoming links to individual award winners. The use of the Box2D physics engine simulates fluid dynamics and generates a unique, interactive and exploratory interface.
Navigation is via an unconventional but intuitive circular navigation structure.
A further challenge was realised by marrying the use of flash with CMS driven content and full SEO strategy. Hence the seamlessly overlaid and animated HTML content.

Results
The site has received 66% new visits since launch, with the creative community giving strong responses to the brand and web design.