The site refresh switched the focus from Eight Roads’ unique relationship with time to a more minimalistic but bold approach. We stripped back the copy and content to demonstrate Eight Roads’ confident commitment to its founders.
The site now feels more lightweight with shorter, meaningful content throughout.
To make the site appear more streamlined and minimal, we swapped the primary and secondary fonts, reducing the impact of text on each page. Additionally, we limited the palette with monochrome colours featuring more prominently.
To further supplement the idea of minimalism, we performed a full data restructure so that navigating the Eight Roads portfolio and team can now be done with clarity and confidence using a filtering mechanism.
Given Eight Roads’ large audience in China, the site needed to include full Chinese translation.
In addition to this, optimising images and content on each page has increased the speed of the site, allowing for enhanced performance and experience in China and other parts of Asia where Eight Roads is active.
To better represent Eight Roads’ global portfolio and associated funds we evolved their iconic static pixel globe image into an interactive 3D globe using three.js
Generated with a BufferGeometry of 15000 points and clever use of custom shader materials, the globe is optimised and performant, in fitting with the primary motivation for the rebuild.
The site is deployed in our new hosting infrastructure.
Using Kubernetes we’re able to fully leverage Google’s dynamic server orchestration, supporting many improved features such as streamlined deployments through our CI pipeline and increased failover with pods that automatically recover during any downtime.
Along with improved regional support we’ve deployed a site that is truly global and fault tolerant.
“Three years on from launching our new brand it was time to refresh a site which had become cluttered and difficult to navigate. SOON_ helped preserve the site’s core narrative and logic while breathing fresh air through the design and UX. For us, it feels like moving out of a Victorian terrace crammed with furniture, to a minimalist space full of sunlight.”