The main challenge we faced was the fact that Aura is a very complex and not-physical product, which is difficult to explain, even for people with a deep understanding of DeFi. Representing this complexity in an impactful, easy to understand and innovative way became our ultimate goal.
We decided to explore the concept of transformation and metamorphosis throughout the whole experience, to represent the growth and energy transfer among people, which is what happens with Aura.
The distinctive symbol explores the relationship between empty and full, white space and filled space. The width of the lines creates an optical illusion, giving the feeling of something approaching us and filling the space. The left to right movement conveys the idea of something growing, becoming bigger and stronger.
Since we were dealing with very complex content, we leaned on motion graphics, creative coding, micro animations and interactions to provide a truly engaging, friendly and interesting scroll experience for any user. Charts can be scary and heavy and we made sure we were building them in a way that was easy to read, using just the indispensable information and then animating them.
We also created some p5.js experiences that were used along the homepage scroll to make it more dynamic and alive. These pieces of code made the hero look really catchy at first sight and also worked as a break between sections with complex information and informative texts, as well as serving as a visual representation of the growth Aura provides.
The use of Webflow to implement this website allowed us to build its static version very quickly in order to have more time to really focus on all these animations in detail and make the final output a case study we're proud of.
CEO, Aura — Take a look at the full review