CAMELEON-MMS: MODULAR MISSION SYSTEM

- BRIEF -

This project was for a company that Deshok already had a great working relationship with. They liked our style and we knew what they liked, so for this project it was a case of "You know what we like, get on with it!" This was to be a website for a brand new multifunctional vehicle for military use and later a civilian version would be introduced. 

The completely unique feature of this vehicle was its interchangeable pods. Thunderbird inspired, in less than 2 minutes one pod could be removed and replaced with another. This gave one vehicle the ability to serve a multitude of functions ranging from Troop carrier to Mortar Mission, Command centre or Fuel bower.

ASSETS REQUIRED:

• Cameleon logo

• Defence website

• Civil & Commercial website

WEBSITE REQUIREMENTS:

• Bold, robust stand-out appeal

• Seamless integrated Hi Rez video player

• Gallery

• Home page mission statement

• Home page custom slide gallery

• Concepts & Variants sections

• Access to Civilian variant website and vice versa 

• Strongly demonstrate the versatility of Cameleon

 - THE BRAND -

Required was a logo/brand that was robust and which would work for a commercial as well as a military vehicle. The client was not too concerned if it was presented in a subdued colour way, but it would be an advantage if this was an option.

THE BRAND, CMYK COMPATIBLE, CARBON FIBRE PRESENTATION

So how was this done? Firstly a customised version of Gunship font was made and used for the main logo type. Other modifications were inspired by the client who wanted the aperture of the cap "C" to be extended, encompassing the logo type and leading the eye to the company strap line: "Modular Mission Systems". This logo was designed from the ground up with a strong positive silhouette. This basically means; black on white or in this case, black on yellow. This could easily be imagined as black on kaki or olive or grey etc. Other requirements were that the logo would work well on a pressed aluminium vehicle, barge, die-cut stickers and embroidery!

WELCOME TO CAMELEON ENTER DEFENCE OR CIVIL & COMMECIAL

The new Cameleon logo/brand was presented to the client in all its colour ways and all popular formats, it was also provided as a layered Photoshop document, 300dpi ready for litho printing. The most important was the 72dpi .png version with transparent backgrounds, for use on the website.

 - CONCEPT / THE CREATIVE SITE -

CIVILIAN VARIANT HOME PAGE FEATURING COLLAPSIBLE TEXT WINDOW

The challenge for this website interface was that it required one design for the two themes; Defence and Civilian. We also needed to be able to modify the colour ways so as to be appropriate for both markets, with minimal cost. We wanted it to look like an instrument you might find on the dashboard of a military or emergency vehicle and we wanted it to look tough and bulletproof; cue an over-engineered satnav made from carbon fibre, laminated to stainless steel and secured with hex-head bolts. 

DYNAMIC GALLERY. PLAY ALL OR SELECT NUMBER OF 10

On initially opening the site the visitor is presented with the Cameleon splash page and the options of entering Defence or Civil & Commercial. They are then taken through to the home page. The key feature here is that when opening the site, it was required that the corporate video launched right away. This created some challenges for us, as the video needed to walk a fine line between being of the highest audio and visual quality, whilst uploading as seamlessly as possible. The video player has a neutral skin so as to work on both sites. The whole interface surrounds the video and content aperture in the middle. This is also where the website content is presented. 

EMBEDDED VIDEO PLAYER

The menu systems were designed to follow this theme closely. Using actual 2 stage flicker switches for section/page navigation and military inspired typography for switch labelling

FLICKER SWITCH MENU ITEMS. FIG1 ON FIG2 OFF

 (we had a lot of fun with this). To the right of the interface are the Concept & Variants categories with information being presented in the main space. Here the visitor can find out all the information they need to make an informed decision about this vehicle and where appropriate, have an animated transition on load-up.

CIVILIAN VARIANT TECHNICAL SPEC

- THE RESULTS -

Deshok was asked to create these assets for use in a larger campaign being managed by the client, so this time specific data was not made available. For Deshok it was all about attention to detail; it only seemed right that as much time and care should go into the website and logo design as went into the creation of the Cameleon itself. In this case, as with others, Deshok was proud to be asked to be part of this project and happy to go the extra mile.

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