- BASIC® Team
As an agency, we’re big believers in cultural exchange and pride ourselves on building experiences that provoke dialogue and bring people together. We asked ourselves what might happen if dissimilar groups sat side-by-side and were given a space to have transparent and real conversations despite their differences. It was out of this tension that Crafted™ was born, resulting in our dinner experiences, Artist Showcases, and Cultural Conversations—all connected digitally by ExperienceCrafted.com. The site is an homage to the real people who make up our vibrant community and a passion project that many at our agency have rallied behind.
We had already started developing the brand as well as the visual look and feel before we came up with concepts for the website, so for this experience, we had a very clear point of view on what the site should look like and do.
Our other digital projects were for client partnerships and internal promotion. ExperienceCrafted.com marks our first social initiative for the larger community, and as such, we wanted to lean into something that was more relatable and human. Using primarily tactile art direction, our goal was to bring the Crafted™ branding to life online. In this case, this meant blending hand-drawn and dynamic animations to merge the physical and digital worlds. For the page transitions, our designer Camilo Vargas illustrated a series of characters and animated them frame-by-frame. Additionally, smooth scrolling makes the experience flow as freely as the conversations at the table.
The response was completely unprecedented. To promote the site, we posted a single social media asset on our Instagram accounts and sent it out to past guests, garnering an aggregated total of 1,000+ likes. Since the initial launch, we’ve received more than 75,000 visitors to the site.
More people than ever use digital experiences to connect, get their news, share ideas, shop, and even find love. These experiences shape our lives, both online and off. Today, experiences feed us content and information that we are more likely to “like,” which means we often miss out on content or information that could possibly challenge our perspectives. So, in a time when people are more connected but also more siloed, we are passionate about crafting experiences that create space for conversation.