Project Overview
Winning a competitive pitch, we were engaged by Kinetic Super to drive the digital presence and strategy for the launch of this new force in superannuation. Why does superannuation have to boring?
Project Commissioner
Project Creator
Team
Senior Designer - Ashleigh Lennie
Project Manager - Lucy Lloyd
Creative Director - Mack Nevill
Frontend Developers - David Pike, Matt Cordell, Tom Hare
Backend Developers - Arjen Schwarz, Mark Seddon, Ryan Djurovich
Digital Strategist - Anne Koch
Financial calculators backend - Rice Warner
Project Brief
Our brief was to create a breakthrough effect in a crowded and competitive superannuation market with a dynamic and innovative site that was distinctively "different" yet highly engaging to our audience.
Project Need
Visually striking, the Kinetic site stands out with an electrifying presence amongst a field of drab competitors.
The site resonates with movement, energy and life. Fully responsive design addresses the entire page canvas and provides an elegant, consistent, and appealing user experience across all devices, whether desktop, tablet or mobile.
Starting from user-centred design principles, we developed personas crafted the IA (information architecture) around the needs of our core users, followed by extensive wireframing and UX work before proceeding to polished concepts and imagery.
A significant amount of work went into providing useful tools for audience, including several very sophisticated and visual calculators, which not only provide useful information for the user but are fun to use and explore.
Our digital strategy worked closely and deeply with the client to integrate and launch a range of activity, including SEO, banners, EDM's, Facebook ads, remarketing, custom Google Analytics integration and more. Launch campaigns included several integrated offline/digital elements, with upcoming promotions featuring intensive animation using HTML5 Canvas physics & motion, a tour de force of CSS animation.
Design Challenge
We found the main challenge with this project was the sheer size of the engagement and the timeframe we had for completion.
We enjoy projects that engage each of the studio's major disciplines: design, development & strategy - and this project was of sufficient size to have a substantial workload in every department, between the sheer size and complexity of the site itself, to the depth and complexity of the interactive tools, to the sophisticated and highly targeted digital strategy.
There were also several significant technical challenges along the way, from the calculator development to figuring out how we could animate over 200 bouncing balls on screen without using video, but the team to their credit tackled this with the usual determination and flair and we were able to overcome each challenge as it was presented.
Towards the end of the project we swung more and more of the team into play, so in the final month it at times seemed as though the whole agency had a hand in it one way or another, so it was a true "whole agency" effort we're extremely proud of.
Sustainability
All talent working on this project was sourced locally from good old-fashioned Melbourne. Several of them are also vegetarian.
No animals were harmed during development. No rainforest timber was used: in fact no timber or paper of any kind was used at all (We're all digital / cloud-based down here!)
Even the web hosting is best-of-breed: cloud hosting through AWS (Amazon Web Services) so instead of a dedicated server in a rack somewhere burning through megawatts we just use slices of CPU and bandwidth costed by the hour - hello efficiency!
Digital Experience - Website
This award celebrates innovation and creativity in design of a unique user experience in the combination of text, audio, still images, animation, video, and interactivity content for websites. Consideration given to clarity of communication and the matching information style to audience.
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