The infinite canvas
Our key challenge was to create an immersive and memorable hook to enhance, rather than hinder, 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.