Creating the extraordinary
Immersive digital experience for an industry leader
The Mill is a global creative partner to agencies, production companies and brands. Throughout 30 years of creative leadership, it has constantly adapted to push the potential of emerging technologies. With that in mind, we were tasked with transforming its online presence to showcase a much broader range of clients, projects and creative capabilities.
Visit The Mill“We do more than people think – we need our site to show the full breadth and variety of our creative capabilities and act as more of a sales and marketing tool.”
Stakeholder interview
With ever-changing client needs and a broader role in conceiving and producing creative technology projects, The Mill needed to change the conversation around its services and capabilities. Its reputation for advertising production is established worldwide. But its strength in digital, virtual and experience marketing less so. Our thinking rallied around telling this new Mill story in the most accessible, and impactful way.
Our key challenge was to create an immersive and memorable hook to enhance the user experience. This led to the core idea at the heart of our response: the infinite canvas. It lets The Mill tell richer, deeper and more immersive stories within a seemingly everlasting user journey. The canvas required new tools and custom development to bring our thinking to life. This ‘live’ approach to building the site, with designers working alongside developers, ensured the concept was crafted just as intended.
To aid discovery and fully represent The Mill’s ethos, navigation of the site is fluid, with pauses to allow moments of reflection. We created a rich mobile experience alongside desktop, with design and prototyping time dedicated to optimisation for native mobile behaviours.
Motion is a vital aspect of the site. To support the infinite canvas, a system of custom UI components creates an editorial flow, bringing energy, reassurance and a sense of boundlessness to the experience.
“We’ve seen a huge increase in global traffic and engagement. The Output team worked with us to ensure all content is optimised for search and simple analytics & reporting allows us to be more tuned in to which areas are driving inbound enquiries and new briefs.”
Mark Hardy
VP Global Marketing, The Mill
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