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Site of the week: Studio Indigo

A sumptuous studio brochure epitomising how minimalist style can still manage to push the web development envelope

Site of the week Studio Indigo


It’s no coincidence that corporate portfolio or eCommerce brochure sites are consistently beautiful. When design-conscious clients have the imagination and budget to employ the skills of talented web designers, the marriage can be dynamite.

Studio Indigo of Chelsea Wharf London enlisted Bristol-based agency Green Chameleon to produce this slick example, giving license for measured indulgence. A minimalist style balances beauty with function, encouraging immersive exploration of breathtaking architectural and interior design work.

“Technically it gave us a chance to really stretch our legs with a few techniques we were keen to use in the wild,” says Tom Anderson, Green Chameleon’s creative director. “We combined subtle AJAX loading techniques with history push state navigation to create smooth functional page transitions. Flexbox was carefully deployed to ensure a crisp and accurate page layout that would degrade gracefully where required.”

A desire from the client for the site to scroll horizontally proved a challenge, especially given the need for responsiveness. There’s no better way to convey an agile business attitude than ensuring compatibility across devices. “The site had to respond perfectly, supporting devices from iPhones to large retina displays. Fullscreen images were controlled using Response.js to use only the size needed – saving on bandwidth and load times for those on smaller devices.”


The horizontally scrolling structure makes the site feel almost as if it’s a giant


Tasteful simplicity purveys the content on show, echoing the philosophy of the Indigo team