Blake Griffin — liquidfish Case Study

The Gist

Blake Griffin is the epitome of multifaceted. He’s an accomplished athlete, but he’s so much more. We knew we were right for the job when he told us, “I want something that’s never been done before.” that’s the type of phrase that thrills us to the gills.

Different sets and comps created for Blake Griffin

Mobile menu and screens for the mobile version of the Blake Griffin website

The Goals

Reimagine the potential of a pro athlete’s website: immersive, interactive, and aspirational
Design content that’s not only entertaining and eye-catching, but meaningful and memorable
Weave in unique UI/UX elements that inspire visitors to engage and interact with the material
Devise a waterproof social media strategy that built anticipation for the site’s launch

Mobile screen menu with Blake on the background

Team Griffin Foundation landing page screenshot

The Journey

In true think tank fashion, we:

Brainstormed the concept, sitemap, and content
Designed and art-directed sets for the five distinctive (but cohesive) sections
Planned and produced a photoshoot in Los Angeles
Created a usable, lightweight, and dynamic page-loading JavaScript engine
Promoted a series of social graphics to tease the site’s launch

Sketches and early comps of the Blake Griffin set

Blake sets before and after digital retouching

The Destination

We launched five immersive sites (in one) that highlight Blake’s unique persona. Each section houses a series of subpages that rely on photography more than type, and a “move with you” element that parallaxes using mouse and mobile gyroscope movement, facilitating user interaction like never before.