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Huh

About

Somewherelse is an experiential agency based in Toronto. When Covid-19 took over, they had to quickly pivot from producing in-person events to designing online experiences. They created a new platform that focuses on international creative collaborations.

“Two diverse creators from different cities around the globe are paired together to produce original content exclusively for HUH. Each collaborator pair chooses to explore a mood that they feel is shared between their respective cities. Their creative output is meant to evoke or represent the chosen mood.”

Details

Client: Somewherelse
Creative Direction: Anna Wiesen
Art Direction + Design: Marta Ryczko
Project Manager: Dani Reynolds
Developer: Konrad Droeske, Dan Fitz
Year: 2020 – Ongoing

Outside of designing a simple identity for the project, I worked together with developer Konrad Droseke and the Somewherelse team to design the online experience of being able to wander virtually around the world. We created a unique 3D interactive navigation system where users can browse posts and collaborations via city or mood. Visitors to HUH can travel virtually to other parts of the world and explore the sights, smells, tastes, and sounds of global cities through the lens of the people who know best. 

Users can toggle between a geographically accurate globe.

Or by exploring a colour-coded mood sphere.

Positive High
Mood

Positive Medium
Mood

Positive Low
Mood

Negative Low
Mood

Negative Medium
Mood

Negative High
Mood

When a user chooses a mood or city, the globe scales down and remains visible in the right corner of the window.

The user can also use traditional filter navigation when they are on individual post pages.

Mobile view of the landing page navigation

Using the geo and mood globes as inspiration, the spherical motif was then used for marketing assets. Templates were created for various buckets of content. The main goal was to keep a consistent but casual look that could be easy to implement by Somewherelse.