You know the one. Pastel blobs, Instagram stories, everything soft and slightly out of focus. Beautiful for about six months, then everywhere, then exhausting.

Information Dynamics had a logo that was unapologetically colourful. Teal, sage, orange, yellow and pink all living together under their distinctive ID mark. The brief, in a sense, wrote itself: find a way to honour that colour without letting it take over.

The answer was to strip the site back to almost entirely black and white, and then let the colour exist as something alive rather than applied. The gradients float behind the content. They pulse slowly, like something breathing. A frosted glass layer sits between them and the text, so you're always aware of the colour without it competing with anything.

Getting that balance right took longer than I'd like to admit. Too much movement and it becomes distracting. Too little and it's just a static gradient with a CSS class.

The animation philosophy carried into the rest of the site too. Expanding cards that open rather than link away. Full-screen editorial sections that feel more like a magazine than a product page. Information that unfolds in unexpected ways. Everything timed to feel intentional, not automatic.

Information Dynamics is part of the KID Group of companies, so there was also the question of how to sit within that family while still having a distinct voice. The visual restraint helped here. Intentionally created to read as its own thing, even when the group connection is clearly stated.

It's the kind of project that reminded me why I care about the details. The gradient moves a few pixels per second. Nobody will consciously notice. But they'll feel it.