The Milk Group, comprised of seven independent companies, is a suite of brands offering a wide range of professional photography services, studios, and equipment. They needed a website to bring the whole family together under one roof. Rather than segregate Milk’s diverse entities into separate websites and looks, the aim was to create a digital space where they could live together seamlessly, achieving a unified brand experience. Working with Base Design we decided to create a digital space less about selling merchandise or services and more about allowing users to experience The Milk Group as a whole in a strategically deconstructed, exploratory environment.To engineer such an environment, design was paramount. The final concept focuses on an image-driven 3D world that allows users to move through the Milk universe, discovering a multitude of videos, images, merchandise, and information. Unfettered by the laws of physics, you can zoom to different depths, move up, down, and around, and filter via live text search without ever leaving the same visual space.
To ensure we effectively executed our design, we built a custom 3D engine that allows for the weightless world the user experiences on the site today. Additionally, we worked to develop a custom content management system for the myriad assets that comprise the site. All filtering and display is based on a robust tagging system that ensures an always beautiful visual display.
The Milk Group website was innovative and experimental when first conceived, and still remains fresh and ahead of the curve today. Its unique design and user experience stand even as the rest of the web begins to catch up to its groundbreaking outlook. We’re proud that we were able to deliver the cool, distinctive website that the Milk brand deserves.