
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.
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.