Wear Wool,
Not Fossil Fuel
The Woolmark Company is the leading global authority on wool. Leveraging its broad network within the international textile and fashion industries, it showcases Australian wool as the pinnacle of natural fibers and a key ingredient in luxury apparel.
Client
The Woolmark Company
Year
2023
Agency
Protein
Park Village
Scope
UX / UI
The Woolmark Company enlisted Protein to collaborate on their highly successful "Wear Wool, Not Fossil Fuel" campaign. The task was to create a seamless, highly optimised visual web experience that preserved the integrity of the campaign's commercial.
As the design lead at Protein, I was tasked with creating the UX and UI of the new website.
01. Concept
Building on the high-concept visuals from Park Village’s commercial, we focused on developing an interactive digital experience that stayed true to the original.
We designed a user-driven journey where viewers could control their own pace and storytelling path. The site was crafted to unveil emotive elements from the ad in sync with the user's scrolling speed.
02. Design
The minimalist approach ensures that the focus remains on the product, with clean lines, ample white space, and a restrained colour palette evoking a sense of sophistication and refinement. Visual elements are carefully curated to highlight the flexibility and aesthetic appeal of the louvre systems, using large, high-quality imagery and subtle animations to bring the outdoor experience to life.
Clear, intuitive navigation and concise content ensure that the website not only looks beautiful but also delivers a seamless user experience, guiding visitors effortlessly through product features, benefits, and case studies.
03. Results
The ‘Wear Wool’ campaign achieved widespread success, garnering 68.6 million video views and being featured in iconic locations like Piccadilly Circus in London and Times Square in New York.
The website played a crucial supporting role, offering an engaging learning experience to a mass global audience who arrived via the campaign video.
