We began by discussing the brand's vision, design direction, and site requirements based on the target audience.
Virtue's founder desired to create something disruptive and provocative within the space. This critical insight drove the design direction, which inspired the color palette, typography selections, and visual design elements. We leaned into high contrast and vibrant colors coupled with thought-provoking messaging.
This next-gen look came to life digitally through a simple yet interaction and animation-focused site experience. The strategy for the site was to get essential information across to the user quickly by creating straightforward navigation and highlighting the company's portfolio. The site's high-level nature is intended to pique the user's curiosity and interest, resulting in an initial conversation with Virtue.
