Responses by Bonhomme.

Background: To mark its 90th birthday, Lacoste, the fashion brand with its crocodile identity, called on us to illustrate its story. This website tells of the adventure the brand has had over the years with multiple animated contents in motion design, while offering an innovative, playful and dynamic browsing experience. Users can discover the story of René Lacoste, a French genius that created the brand and a large range of innovations in different sports.

Design core: The experience is based on a modern web design that relies on an accessible UX targeting the brand’s audience, but also brings forward the strong story of the brand. The linear browsing is paced with a grid that keeps the users engaged thanks to a difference in scale and alternating horizontal and vertical scrolling. Modeled in 3-D with WebGL, Lacoste’s iconic crocodile follows users during the discovery of the page. It playfully changes colors across the site’s chapters, which are accessible through a quick navigation menu at the bottom of the screen.

Challenges: How to tell a story with just one image? This challenge is at the core of the motion design applied to the brand’s different contents. By visually translating the story of the brand through its contents, the descriptions remain simple across the website and contribute to its clean design. Among those illustrations, we also produced the animation of technical drawings, the layering of illustrative lines over the images or the motion of some iconic brand posters.

Navigation structure: For many reasons, such as SEO, Lacoste asked us to design a one-page landing page. We introduced a navigation tool that, thanks to a progressively drawn circle the length of the page, shows users the chapter they are on and allows them to jump from one subject to another. By clicking on this button, users can access an index that displays the different chapters.

Special technical features: To handle the increasing usage of mobile devices in the luxury industry, we always work on a mobile-first approach when ideating the website’s UX. From the conception phase, we based the mockups on a mobile format and then adapted it to a desktop version—and not the opposite.