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55: a masterclass in minimalist design

We observe a stark lesson in aesthetic simplicity and navigational variety from this Anglo-French agency

You could say that there is an uncompromising purity to figures and statistics, an honesty tough to fabricate. You could look at this website in much the same way, because it represents the corporate values of data agency fifty-five, a team dedicated to helping advertisers mine and leverage valuable numbers. Operating in London and Paris, this dotcom is a masterclass in restraint, keeping the brand message simple. Just six top-level pages of content are largely drained of colour, but allow clear typography, thoughtful iconography and white space to prevail.

The most notable aspect arguably becomes the navigation, with the whole site behaving like a giant slider component. Not only can you click and swipe through the content, but the WordPress-powered template listens out for arrow keypresses to glide from page to page. “I worked closely with the fifty-five team on this website,” designer Bertrand Bruandet explains. “We both wanted to create an original and clear website that showed the innovation and the expertise of fifty-five. I imagined a navigation that represents fifty-five and came up with the idea of the interactive visualisation on the homepage. We imagined different types of navigation to give the user a maximum of choices including arrow keys, clicking and dragging. jQuery was used to create transitions between pages and deliver a unique experience for the user.”