Pssst. We’re building a React & Apollo version of the
platform! Keep us in mind for your next digital project.

A responsive site for a record-setting boom.

As Genie prepared to launch the SX-180, the “highest reaching self-propelled boom lift in the Genie Super Boom™ lineup,” they decided that their record-setting product deserved a launch website that gave it a bit of the glamour treatment. Blake and Portent delivered with a responsive site flush with custom-designed images, and even a bit of playful animation.

Genie® SX-180 Product Launch Website: Site on iPad, iMac, MacBook Pro, iPhone
Responsive Site Design & Development

The product launch site is designed to be responsive from 2560 pixels, down to the 320 pixels of an iPhone 5.

Genie® SX-180 Product Launch Website: Genie SX-180 in Context: Historic Presevation
The Genie SX-180 in Context: Historic Presevation

With the ability to extend to 180 feet, many previously difficult operations are now in reach.

The Genie SX-180 in Context: Historic Presevation

With the ability to extend to 180 feet, many previously difficult operations are now in reach.

Genie® SX-180 Product Launch Website: Genie SX-180 in Context: Refineries
The Genie SX-180 in Context: Refineries

Why take the stairs when you can take the lift?

The Genie SX-180 in Context: Refineries

Why take the stairs when you can take the lift?

Genie® SX-180 Product Launch Website: Genie SX-180 in Context: Shipyards
The Genie SX-180 in Context: Shipyards

When you need not just a long reach, but mobility, this could do the trick.

The Genie SX-180 in Context: Shipyards

When you need not just a long reach, but mobility, this could do the trick.

Genie® SX-180 Product Launch Website: Genie SX-180 in Context: Campuses
The Genie SX-180 in Context: Campuses

Sometimes, it’s not the height that is the issue, but the distance that must be crossed to reach something.

The Genie SX-180 in Context: Campuses

Sometimes, it’s not the height that is the issue, but the distance that must be crossed to reach something.

Highlighting brand color with contextual desaturation.

Like many industries, in the world of boom cranes, brand color is hugely important. With just a glance at a job site, you can tell the brand of cranes in use without a second thought — the products advertise themselves. For the imagery on the product launch site, we heightened this effect by desaturating all the color in images, except for the Genie cranes, which immediately attract attention to their gleaming blue.

Genie® SX-180 Product Launch Website: Using Saturation to Highlight Brand Color: Genie SX-180 Stowed
Crane Stowed

When stowed for transport, the crane footprint narrows to just over 8 feet wide.

Crane Stowed

When stowed for transport, the crane footprint narrows to just over 8 feet wide.

Genie® SX-180 Product Launch Website: Using Saturation to Highlight Brand Color: Genie SX-180 Expanded
Crane Expanded

When fully expanded, the crane’s footprint splays out to provide superb stability.

Crane Expanded

When fully expanded, the crane’s footprint splays out to provide superb stability.

Large, yet compact for transport.

Just because the SX-180 can reach an astonishing 180 feet, doesn’t mean that it is a pain to transport. Rather, the crane stows down to fit comfortably on a standard flatbed trailer. On the live site, these images fade from one to another, demonstrating the transition from retracted to extended profile.

Genie® SX-180 Product Launch Website: Demonstrating Motion with Static Images, Scene 2
Rotating Jib & Turntable

Composite images demonstrate the dynamic flexibility of the platform.

Rotating Jib & Turntable

Composite images demonstrate the dynamic flexibility of the platform.

Genie® SX-180 Product Launch Website: Demonstrating Motion with Static Images, Scene 1
High Capacity Platform

Composite images demonstrate the dynamic flexibility of the platform.

High Capacity Platform

Composite images demonstrate the dynamic flexibility of the platform.

Communicating motion through still imagery.

There would not be a video on the site, but the team at Portent still needed a way to communicate motion. So, Blake laid out exactly what he would need to pull it off: time-lapse shots of the platform in motion, shot meticulously with a tripod. The team at Genie came back with a series of images that Blake designed, compiled, and edited in Adobe Photoshop to create these composite images that simulate the motion of the crane platform.

Genie® SX-180 Product Launch Website: Site on Macbook Pro, Animated Vignette, Genies Drive In, Scene 1
The Genies Drive In

Though shown here only through intermittent screen shots, on the live site, the Genies move smoothly across the screen. When we get a chance, we’ll pull together a little video to demonstrate it more effectively here.

The Genies Drive In

Though shown here only through intermittent screen shots, on the live site, the Genies move smoothly across the screen. When we get a chance, we’ll pull together a little video to demonstrate it more effectively here.

Genie® SX-180 Product Launch Website: Site on Macbook Pro, Animated Vignette, Genies Drive In, Scene 2
The Genies Drive In

Though shown here only through intermittent screen shots, on the live site, the Genies move smoothly across the screen. When we get a chance, we’ll pull together a little video to demonstrate it more effectively here.

The Genies Drive In

Though shown here only through intermittent screen shots, on the live site, the Genies move smoothly across the screen. When we get a chance, we’ll pull together a little video to demonstrate it more effectively here.

Genie® SX-180 Product Launch Website: Site on Macbook Pro, Animated Vignette, Genies Drive In, Scene 3
The Genies Drive In

Though shown here only through intermittent screen shots, on the live site, the Genies move smoothly across the screen. When we get a chance, we’ll pull together a little video to demonstrate it more effectively here.

The Genies Drive In

Though shown here only through intermittent screen shots, on the live site, the Genies move smoothly across the screen. When we get a chance, we’ll pull together a little video to demonstrate it more effectively here.

Genie® SX-180 Product Launch Website: Site on Macbook Pro, Animated Vignette, Genies Drive In, Scene 4
The Genies Drive In

Though shown here only through intermittent screen shots, on the live site, the Genies move smoothly across the screen. When we get a chance, we’ll pull together a little video to demonstrate it more effectively here.

The Genies Drive In

Though shown here only through intermittent screen shots, on the live site, the Genies move smoothly across the screen. When we get a chance, we’ll pull together a little video to demonstrate it more effectively here.

Genie® SX-180 Product Launch Website: Site on Macbook Pro, Animated Vignette, Genies Drive In, Scene 5
The Genies Drive In

Though shown here only through intermittent screen shots, on the live site, the Genies move smoothly across the screen. When we get a chance, we’ll pull together a little video to demonstrate it more effectively here.

The Genies Drive In

Though shown here only through intermittent screen shots, on the live site, the Genies move smoothly across the screen. When we get a chance, we’ll pull together a little video to demonstrate it more effectively here.

Genie® SX-180 Product Launch Website: Site on Macbook Pro, Animated Vignette, Genies Drive In, Scene 6
The Genies Drive In

Though shown here only through intermittent screen shots, on the live site, the Genies move smoothly across the screen. When we get a chance, we’ll pull together a little video to demonstrate it more effectively here.

The Genies Drive In

Though shown here only through intermittent screen shots, on the live site, the Genies move smoothly across the screen. When we get a chance, we’ll pull together a little video to demonstrate it more effectively here.

Genie® SX-180 Product Launch Website: Site on Macbook Pro, Animated Vignette, Genies Drive In, Scene 7
The Genies Drive In

Though shown here only through intermittent screen shots, on the live site, the Genies move smoothly across the screen. When we get a chance, we’ll pull together a little video to demonstrate it more effectively here.

The Genies Drive In

Though shown here only through intermittent screen shots, on the live site, the Genies move smoothly across the screen. When we get a chance, we’ll pull together a little video to demonstrate it more effectively here.

Genie® SX-180 Product Launch Website: Site on Macbook Pro, Animated Vignette, Genies Drive In, Scene 8
The Genies Drive In

Though shown here only through intermittent screen shots, on the live site, the Genies move smoothly across the screen. When we get a chance, we’ll pull together a little video to demonstrate it more effectively here.

The Genies Drive In

Though shown here only through intermittent screen shots, on the live site, the Genies move smoothly across the screen. When we get a chance, we’ll pull together a little video to demonstrate it more effectively here.

Playful, simple animation.

When discussing massive, mobile machinery, it’s hard to resist imagining it driving about. So, why not introduce a little playful animation? When the user reaches this panel of the site, scroll-activated animation triggers images of the SX-180 to slide across the screen from the right. Because each subsequent image has less distance to travel, the effect is that each drives in, then stops abruptly on its mark.

Hey, we hope you liked our work!

Would you like to check out the services we offer?

Interdisciplinary Design

Our team is trained to solve problems holistically, designing for digital, physical, and hybrid applications using an integrative design process.

Full Stack Web Development

Our award-winning design & development team is unique in that we not only can geek out over the technical specs, but we can also hold our own with a room full of designers.

Custom Crafted Content

Whether it’s through the written word, through visual storytelling, or through the combined forces of both, we craft tailored content to help you get your message seen and heard through all the noise.

Can we help you with anything?

Or, would you like to join our (rarely used) mailing list?

Feel free to reach out with any questions you may have for us about our services, our work, or anything else that’s got you curious.

Get in touch.