IMAGINE IF

Testimonial

Partners who work as openly, collaboratively and decisively as us are rare.

When we asked Pat at Public Websites to translate our new IMAGINE IF® positioning and visual identity to the web, he quickly came back with something that challenged what we thought our website could be.

It was scary, it was exciting, and it was truer to ourselves than even we dared imagine.

His ability to hold design and functionality together, and move fluidly between static designs and live prototypes to nail the interactivity, made the whole process feel effortless and the results speak for themselves.

100/10. Would work with them again.

– Tim Seddon, Founder & Partner IMAGINE IF

About

We partnered with the team at IMAGINE IF to build a new digital home focused on deep user interaction, moving their online presence away from traditional constraints and onto a more flexible framework.

The design process began with an incredibly tight and fresh identity delivered by Pretty Soon. This made for the best building block to explore the interface and interactions.

Working with our partners at Supermarket, we quickly got into rapid, code-first prototyping. Having the node map to play with in the browser informed our design decisions for the rest of the site.

Something Special

Focusing heavily on the interactive node map and shifting colour gradients during this initial experimental phase allowed us to prove out a playful concept where you could move around the Imagine IF world and get stuck grabbing and dragging nodes, watching them satisfyingly forge their way and rearrange the node map.

With the experimental foundations validated, we made sure you had a way to get to content in an easy way by the list toggle that has all the nodes in an ordered typeset list. Our focus shifted toward balancing this visual expression with utility. High-end interface design requires strict attention to usability, so we integrated contextual tooltips and subtle UI hints across the interface to ensure users never feel lost in the mix.

Working Together

Collaborating with Tim and Gene to riff on creative ideas and post-conceptualise features on the fly was an absolute privilege.

Our favourite details from the final build include the edge of the universe gradient takeover, courtesy of Pretty Soon, a completely custom icon set, and an interface that dynamically cycles through six different background colours. We believe that if a website changes colours this frequently, it is bound to be great.

Shoutout

Thank you to the IMAGINE IF team for partnering with us and giving us the freedom to run with this one.