A web and branding project from 2011 - Video Labs, an Australian-based video production company asked me to reimagine what their site could be. I took a look at their personality, who they currently serviced, then we compared notes on what some of the objectives with the new site would accomplish.

The first thing I tackled was updated the signature to something more modern looking. They initially had a washed-out gradient-rich logo that looked very dated and had lots of contrast issues. We decided that a laboratory motif would be well received, so we went to work thinking of ideas that we could rally around.

The updated signature.

I wanted the site to feel like you were visiting their lab after hours, looking around their shop and gathering ideas about who they were just from the items laying around. I opted to try and create several scenes that could correspond to different sections of the site.

After sketching out the scenes, I began thinking about how I would go about doing the photography to get a nice cinematic look - focused lighting, lots of color, and a good deal of personality without ever seeing a face. I ended up going out to a local toy and science shop and purchasing beakers, test tubes, and other glassware as well as gathering up some food color to add some cool effects.

I also jumped onto craig's list and found an old 35mm Technicolor from the late 60's in primo condition and knew it would be a great way of showing off the sleek design of the camera, showing both their personality and character as well as a nod to filmmaking in the past.

I ordered a canvas sack off amazon, then aged it artificially to give it a bit more grungy look as if it had been used often. I then printed out a custom brand for the mailbag to use it as a fan mail for the testimonials section.

I found all the newspaper I ccould laying around and filled out the sack to give it as much bulk as I could, then I filled the brim up with letters to fake it being completely filled with fan mail.

 

After that was complete, I waited until night and began the photoshoot. In all, it took about 6 hours to get all the images I wanted. I remember passing out at my desk around 4am the next morning.

Next came actually coding the site, which took a good 60 hours after it was all said and done. It was supposed to be a single-page lander with collapsible sections that would expand and show more information.

Here, by clicking on the open gallery link, the section splits in half and expands vertically, showing off some of their latest video projects.

The same concept was used in their pricing packages.

A modal for newsletter signups.

The final website.