Responses by Joël Auchu, executive creative director, digital experience; and Romain Prache, partner, director of technology, LG2 Digital XP.
Background: The site introduces HHHusher, a simple but innovative product designed to eliminate hi-hat bleed for professional recording drummers and studio owners. As the site has a very niche audience, our goal was to create a strong brand impression detail the technical features that make the product great.
Larger picture: The site was part of a greater crowdfunding campaign, so our first objective was to support this campaign by detailing the product and building credibility. In addition to a 300 percent increase in email signups between December and February, the HHHusher website helped the startup secure funding, earn an invitation to SXSW and receive support from the incubation program Zù. Now, as the site has been attracting the interest of top drummers, sound engineers and world-class studios, it’s safe to say the site’s prelaunch has been a success. Once the prelaunch was done, we updated the site to make it fully transactional.
Favorite details: Through a detailed breakdown of the HHHusher’s various components, it highlights the value of each part, revealing that what appears to be a simple object is, in fact, a feat of ingenuity. The use of technical language, precisely tailored to the target audience, immediately reinforces the project’s credibility among professionals familiar with industry standards. Finally, the site’s elegant design positions HHHusher as a benchmark, far surpassing the usual visual standards of the sector.
Challenges: The project presented two major challenges. First, as a startup, the budget was extremely limited, requiring an agile and minimalist approach. Second, the content, particularly the 3-D elements, were being developed in parallel with the website. This meant the design had to be created using placeholders, and development had to move forward without the ability to immediately test the final visuals.
Technology: The HHHusher site was built using the Nuxt framework, and the animations were crafted with GSAP. We chose DatoCMS for the content and headless Shopify for the e-commerce platform.
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