building a subtly animated microsite to communicate sustainability trends


FARFETCH is a global fashion retail platform: selling products from luxury boutiques and brands around the world.

Conscious Luxury Trends Report

As National Earth Day approached, our long-standing client FARFETCH came with a request for a web-based, data-driven report on their customers’ conscious (or sustainable) trends. Their team wanted a lively, interactive report that would capture attention and keep readers engaged beyond the figure-heavy content.

One of the graphs from The Concsious Luxury Report
One of the graphs from The Concsious Luxury Report

As the FARFETCH team gathered content and data, we worked on technical solutions that their designers could use to build a sophisticated narrative around that content. With around a month until Earth Day — the day they would launch the report — we had to come up with a central concept, experiment with functionality, work on structure and layout, build, and then test the microsite.

wearegoat have worked with me to build multiple executions for our platform. Our projects have ranged from single microsites to a bespoke content management system for enhanced product listing pages. I have always found them to be fantastically diligent in their output, incredibly insightful when planning how to execute projects and hugely responsive when moving forward with builds. They are hands down my go-to team of developers and I haven’t been able to give them a challenge that they haven’t managed to tackle.
Tim Hughes
Art Editor at FARFETCH

The objective of this project was to create a digestible piece of information that wouldn’t feel overwhelming for anyone to read.

Animations helped guide readers through the data density. Content blocks and their associated transitions meant information could be presented in staggered way, showing the user the hierarchy of its significance. Above all, the design needed to be slick — attractive to visually literate readers who care about both fashion and sustainability.

In the end, the exercise became a demonstration on what temporary or small-scale websites can do: give people a lot of detail without making it feel like a chore to consume.