Transforming Brand Analytics: A High-Performance Website Rebuild for Tracksuit with Interactive 3D Animations
Background
Tracksuit is an award-winning market research and brand tracking company based in New Zealand. They needed a website that would reflect their innovative approach to brand analytics while complementing their software platform's look and feel. Working in collaboration with award-winning designer Becca O'Shea, we transformed key pages including homepage, about, careers, partners, and contact pages to create a cohesive and engaging user experience.
Challenge
The main challenges included:
- Creating an engaging, interactive hero section that would showcase multiple brand elements
- Resolving performance issues with large animated GIF files that were causing lag
- Implementing Becca O'Shea's component-driven layout design that would allow for easy future updates
- Completing the entire build within an extremely tight 3-day deadline before a major raise announcement
Solution
I developed a dynamic, high-performance website based on Becca's design vision that featured:
- A custom 3D animated hero section with mouse-position interactivity on desktop
- Conversion of heavy GIF animations to lightweight Lottie files for smooth performance
- Implementation of a flexible component-based architecture in Webflow
- Responsive design that maintained performance across all devices
- Seamless integration with existing brand guidelines and software aesthetic
Results
The project delivered:
- A significantly faster website through optimisation of animations
- A flexible component system enabling easy content updates
- Successful launch meeting the critical 3-day deadline
- Support for Tracksuit's successful funding raise announcement
- A modern, interactive user experience that showcased their brand vision
The collaboration between development and design resulted in a website that not only met technical performance requirements but also delivered on Tracksuit's brand promise of being trendy, fast, and fun.
