Experimental photographer, Edmund Fraser, developed an innovative yet essential tool for online content creators – an interactive image called a ‘Hoop’ which moves at the touch of a cursor. 

Ed came to me with a problem "how can I spread the word of Hoops and attract the online community?" 

I worked with Ed to create a simple yet striking brand that mirrored the motion interaction when using a Hoop. A one-page parallax website introduces the concept to the online community and included a journal for emerging artists to showcase their talent using their very own Hoops.

 In the month following the launch, Hoops have been used by world-leading brands such as Absolut Vodka and Vice in their marketing campaigns, demonstrating the power of the brand in helping elevate Hoops tremendous advertising value.