United Brands

This project was done at Radikal, where we pitched a new United Brand's lifestyle website. The main idea behind this concept was to refresh the traditional sports retailer and attract younger audiences that don't normally go to their mall-located flagship store. The core idea was creating a lifestyle portal that could tell a story behind the products and unique services the brand offers on a brick and mortar level. It had to be an extension of that. That's why interaction, transitions and animations where more so important from the conception: winter sports are not static, they are fast, fun, a bit unpredictable and vertiginous. With that in mind, I decided to start storyboarding in Principle to achieve the right feel, timing and easings. That would be the base for the system. Creating UI elements would follow and fit the basic animation atoms, and the rest of the look and feel key decisions derived from animation too.