Reframing the investment approach for one of Australia’s largest super funds
Screen capture of page transitions and animations
DEFINING THE PROBLEM
ESSSuper was losing members to SMSF (Self Managed Super Funds) and competitor funds and needed to better articulate the strengths of their investment philosophy and approach. It needed to communicate these strengths in an engaging way, one that would breakdown the information into a sequence of concise messages.
Phase 1 – Creative idea
Working closely with the creative director, I developed a series of concepts to present to the client that followed different narratives and creative ideas. The chosen concept used an orange line that would run through the page canvas and draw outlines of shapes and objects that would illustrate the specific idea/message. The line represents the ‘path’ or journey that the user takes when choosing ESSSuper for their investments in superannuation and It would also double as a navigation device and lead the user down the page.
Phase 2 – Execution
A distinct visual aesthetic was needed to tie each panel together so that there was an overarching style to the piece. This also needed to be executed in code, with performance and usability a major consideration. Working with the technical director and front-end developer, we worked through technology options and landed on a combination of SVG graphics combined with Greensock animation libraries. We could then control the triggering of the animations and timings of each slide based on the users scroll position.