Two words were the driving force behind Full Circle’s Spring/Summer 16-17 brand update and website re-design: minimal & vertical.
The website saw the largest transformation as we transitioned the entire UI from landscape orientation and horizontal scrolling to vertical (mobile friendly) orientation and scrolling. We stripped away all self-explanatory section titles allowing rollOvers to do the work on the landing page and model board thumbs. This gives the website a very minimal feel and quick user interaction. The wide and short FC logo typeface allowed us to keep the top navigation short and fixed. Finally, we differentiated by choosing an off-white background for the entire online experience.
In updating the logo, we removed the orange circle and allowed the agency’s iconic and futuristically horizontal typeface to sit on its own, in orange. This created a more mature and professional look for the agency, which now works with partner agencies and clients in all the major fashion capitals.