The Project
KEY VISUALS + SECTION INTRO GRAPHICS - FIRST DRAFT
This the first draft of graphics before the main copy was updated to 'CONQUERING FRONTIERS'.
LANDING PAGE / INTRODUCTION
When users arrive at the landing page, they will be greeted by a mini movie. This is to strongly drive the message of the site, inviting the user into the world of exploration.
HOMEPAGE: SECTION ONE - OCEAN TERRAIN
HOMEPAGE: SECTION 2 - JUNGLE TERRAIN
HOMEPAGE: SECTION 3 - DESERT TERRAIN
HOMEPAGE: SECTION 4 - ARCTIC TERRAIN
HOMEPAGE: SECTION 5 - SPACE
GROUP CEO PAGE
GROUP CHAIRMAN
OUR PEOPLE
PORTS
ABOUT The Project
Societal was invited to pitch for PSA's annual report website. As they wanted a thematic and interactive platform to host the reports, we had a generous headroom to push the boundaries in execution.
THE CONCEPT
Annual reports are often updates about progress made over the year, and at times a rallying shout for further growth in the coming one. Based on this, I explored a theme that parallels the sentiment of growth.
I presented the case that human growth is driven by necessity & curiosity. Necessity, because it is the mother of invention. And curiosity, according to cognitive scientist Elizabeth Bonawitz, "is innate in all humans…".
These 2 potent factors have driven significant discoveries in history. From the search for new sea routes for trade, in the 15th century with the Age of Exploration, to us looking into space travel.
Necessity & curiosity fuel the quest of innovation. We reckon it’s no different from PSA’s as well. Not just to stay current with the times, but to be ahead of it.
This concept celebrates the inquisitive mind and its pursuit of innovation And the insights and gains reaped from EXPLORING FRONTIERS.
THE ART DIRECTION
I started by doing up the key visuals of where these frontiers could be. The tagline was improved to CONQUERING FRONTIERS and an added landscape was added (the arctic).
The visuals that build up the site positioned PSA as the explorer. From the sections on the landing page, to the supporting pages, each are designed as reports and observations made by PSA, the explorer.
Interactivity was a definite must-have in the site, so we took gaming / sci-fi world and environment building references, as it is one of the genres synonymous with exploration.
The users are greeted with an intro movie on the landing page, and on the homepage, each section was animated to show both terrain and information required. We wanted the users to be immersed in this experience.
TEAM
Creative lead, art and animation: Djohan Johari
Supporting Animation: Casey Cummins, Claire Chang
Supporting Animation: Casey Cummins, Claire Chang
Supporting graphics and webdesign: Yu Xin Tay
Copywriting: Mike Sutcliffe, Samuel Wong
Copywriting: Mike Sutcliffe, Samuel Wong
