Top Mercury Website by Daniel Houle is a highly esteemed winner of the very prestigious 2023 Moputso oa Tšepe oa A' Design Award in Moralo wa Websaete le Webo Competition Category.

TšepeWebo· 2023

Top Mercury Website

by Daniel Houle

Client: Azuro Digital

Moputso oa Tšepe oa A' Design Award Winner in Webo Category

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Colors

The Design

About Top Mercury Website

Top Mercury ke sebaka sa marang-rang (website) se entsoeng bakeng sa ejenteng ya papatso ya mecha ea litaba tsa sechaba. Sebaka sena sa marang-rang se sebelisa liphello tsa motsamao, li-animation le litšoantšo tsa tlholeho ho hlahisa setšoantšo se hloekileng le sa mehleng ya kajeno. Moralo ona o entsoe ka Figma le ho ntlafatsoa ka Webflow, hape o sebetsa hantle ka ho felletseng didivaiseng tsohle, li-browser le boholo bohle ba screen. Konopo le litšoenyana tsa ho hokahanya (links) di lumella baeti ho sebelisana le likarolo tse fapaneng. Motsamao o boletsoe hore o be bonolo e le hore sebopeho sa web se dule se hlakile le se bonolo ho se sala morao. Sebaka sena sa marang-rang se fihlelletse tekanyo ya phetoho (conversion rate) ea liperesente tse robeli (8%), e phahametseng tekanyetso ya indasteri ea liperesente tse hlano (5%).

The Recognition

About the Moputso oa Tšepe oa A' Design Award

Top Mercury Website ke mohapi oa Moputso oa Tšepe oa A' Design Award, kananelo e hlomphehang e fuoang meralo e metle e finyellang litlhoko tsa porofeshenale le tsa indasteri tse lebelletsoeng ho lintho tse hlahisitsoeng tse entsoeng hantle. Bahapi ba Tšepe ba bontša bokhoni bo boholo, bokhethehi bo phahameng, kutloisiso ea litsebi le bokhoni ba boqapi ba baqapi ba bona. Top Mercury Website e lebelletsoe ho ba ntho e hlahisitsoeng e hlomphuoang haholo, e ratoang le e ratehang, e sebetsang le e nang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Tšepe oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa ea indasteri mme o na le litšobotsi tsa theknoloji tse nang le bokhoni tse amanang le tsebo le talenta. Ka lebaka la botlalo ba eona, Top Mercury Website e tšoanelehela tlhompho mme e entsoe ho fana ka ntlafatso ea bophelo e thusang ho etsa hore lefatše le be sebaka se molemo.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Top Mercury, a social media advertising agency, hired Azuro Digital to create their new website. Azuro Digital used elegant motion effects and unique illustrations to deliver an immediate WOW factor. The website was designed to deliver a modern, cutting-edge aesthetic that separates Top Mercury from their competition while attracting large clients to work with them.
Dimensions & Packaging: A website designed with Figma and developed with Webflow. The website is fully responsive on all devices, browsers and screen sizes.
Tags: Clean, modern, colorful, motion graphics, motion effects, unique illustrations
Production Technology: This website was designed with Figma and developed with Webflow. Figma is widely considered one of the best web design tools, while Webflow is widely considered one of the best web development tools.
Design Challenge: The greatest challenge throughout this project was creating illustrations and motion graphics that produced a WOW factor, while simultaneously ensuring that the website wouldn't overwhelm the user. Having an overly complex design with tons of motion can easily distract and confuse the user, which can negatively impact the conversion rate. So, we had to find the perfect balance between creating an extravagant design and having an intuitive user experience.
Research: We analyzed the competitors in the digital advertising industry. Our goal was to get an understanding of design best practices, and then design something that stands out from the crowd.

Our measure of success is the website's conversion rate. We set up conversion tracking using Google Data Studio. We did industry research to determine what a strong conversion rate is. We found that a strong number was 5% based on top competitors. Our goal was to exceed 5%, and we achieved a conversion rate of 8%.
Inspiration: Top Mercury wanted their new website to allow them to stand out from the competition. During the creative process, it was critical for Azuro Digital to think outside of the box. The end-product is a result of Azuro Digital's abstract thinking, coupled with best practices that optimize a website's conversion rate.
Project Duration: Azuro Digital began this project in January 2022 and finished in March 2022 (in Toronto).
Operation Flow: This website features an elegant design and subtle movement through several motion graphics, motion effects, animations, illustrations, etc. Many of the sections can be interacted with via buttons, links, etc.
Image Credits: All graphics and illustrations were designed from scratch by Azuro Digital.

All images are stock images from Canva. They are all royalty-free and we have the rights to use them.

The only image that isn't a stock image is the image of Top Mercury's founder, Adam Lawrence, and he has expressed his consent to being featured in this award.