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.
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.
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.
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.
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.
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