BW Group

Web Design

Project Overview

BW Group, a B2B heavy industry company, faces the challenge of breaking the stereotype of being perceived as rigid and unengaging. Our objectives were to: Showcase the brand experience through thoughtful UI design. Address the unique needs of target audiences, including stakeholders, investors, potential partners, employees, and media. Simplify access to critical information, such as financial reports.

My Contributions

As a Senior Digital Art Director, I led this project, collaborating closely with various stakeholders and pitching the concept to clients. My responsibilities included understanding the brief, conducting research, generating ideas, designing, and prototyping.

Redesigning the Digital Experience: From Tradition to InnovationThe user journey begins with the open sea—a bold, immersive concept that connects directly to the essence of the client’s industry. As the homepage unfolds, a thoughtfully crafted animation takes center stage: a ship navigating through changing waters. This isn’t just an aesthetic choice—it’s a narrative. The ship transitions from a traditional design to a sleek, modern vessel, visually reflecting the company’s transformation into an innovative global leader.As a product designer, the goal was to create an experience that didn’t just tell a story but invited users to feel it. Every detail, from the fluid motion of the ship to the dynamic color palette, was intentionally crafted to align with the brand’s forward-thinking identity.

Approach

The website embraces the theme of navigation and leadership by integrating a radar concept at its core. As the radar sweeps across the screen, key vessels from the company’s fleet are highlighted in real time. Each radar pulse dynamically transforms the homepage, showcasing individual ships and their unique contributions to the company’s success. This design reflects BW Group’s strategic guidance and ability to adapt, grow, and navigate through the ever-changing business landscape. The radar serves as both a visual and functional element, symbolizing precision, innovation, and a forward-looking approach.

Concept