The aim of the new Rule of Three website was to reflect the elegance of the copywriting craft, its connection with esoteric symbolism, and its position as one of the fundamental creative disciplines.
We wanted to make a design-feature of the content – one that could focus the attention on the power of the words, using typography, space and a monochrome design. This simplicity is enhanced by transition videos to give a sense of movement between sections. We also wanted to create a mystique around the brand – specifically the art of copywriting and persuasion – using esoteric imagery and its associations with sacred knowledge, rhetoric and persuasion.
We spent a lot of time refining the message design, and were keen to put into practice new developments, such as HTML5 video, Ember.js, ScrollMagic and Node.js API to realize our vision.