When Australian art director – Yvette Mahon, asked Bulldog to develop a small Flash portfolio site that would help her solicit the attention of design organisations, we were only too happy to rise to the challenge. The next few days were spent with Yvette, doodling ideas on scraps of paper that would identify what makes her work different from many other art directors pitching their skills to potential employers.
We soon realised that the answer was staring us in the face. True creativity is not about expensive processes and slick animated sequences (sure, we pay lots of attention to technique but only if it is relevant). No, in truth, true creativity is about great ideas. It’s about that feeling you get when you experience something exceptional, even if the idea is still a doodle in the margins of a newspaper.
With this in mind, we constrained ourselves to developing Yvette’s entire portfolio site using doodles. While this sounds like it could be limiting, it helped us develop a unique and exciting visual language for this project that perfectly illustrated a basic truth that Yvette strives to instill in her work: adapt the technique to the idea, not the idea to the technique.
We opted to create Yvette’s web site using Flash because the primary objective was to make her portfolio unique. While this route is not for everyone, given Flash’s search engine optimisation limitations, we believe that in this case, the quality of the content and the experience created by this site for its intended audience, make it the right choice to leave an unforgettable impression.
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