Building GSAP ≈ ASAP

It goes without saying, but well, maybe it doesn’t get said enough. Still, for us one of the fundamental aspects of the success of this project was working with amazing and talented clients like Cassie and Jack and of course, the extended GSAP crew and community. Throughout the project they were phenomenal and always encouraged us to explore more and see where we could take it.

The Ask

We were asked to conceive and develop a website experience that embodies and amplifies the newly created brand identity for GreenSock. The primary goal of this initiative was to demonstrate why GSAP (Formely GreenSock) is the go-to tool for animation.

GSAP's widespread use was evident, already powering over 11 million websites, many of which were award-winning.

Our Goals

In undertaking this project, we first aimed to lay the foundations for the brand, creating a robust platform for future development and innovation. Secondly, a key goal was to drive awareness of becoming a club GSAP member. Thirdly, we sought to position the new brand as an exciting and progressive force in the industry. And finally, we aimed to showcase the sheer creativity and versatility of the GSAP tools and its users.

Giving It Some Flair

A pivotal element of our execution was the development and introduction of a central protagonist in the brands' visual language, which we called 'Flair.' Flair is an embodiment of the spirit and capabilities of GSAP. Serving as the cornerstone of product stories and demonstrations, Flair visually showcases the versatility and dynamism of GSAP's animation platform in the best possible way.

In the development of our brand experience, a guiding principle was to remain authentic and true to the capabilities of GSAP. This commitment meant that every animation technique we employed was a showcase of creativity and a testament to what can be practically achieved using GSAP's animation tools.