Gridit is a co-op which produces benefits for it’s members through strategic and operational purchasing. Since the concept is quite hard to explain fully in short, we decided to gather all the information and put it in an animation and explain it visually. We got free hands regarding the style, and decided to go in a totally new direction. The initial idea was to have a pop-up book style, with cutout elements appearing. Through testing and experimenting, we eventually landed on having the elements fill with watercolors instead of popping up. This direction made a huge difference in the overall style and transformed the whole concept in to a more dreamlike atmosphere.
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