Sequencer is a UI module I designed and developed while building-out the Chapter 11 TV website. This case is about brand and interaction work, see Mailform for product design.

CH11 started as a sort of anti-brand: the founder Dane Reynolds had become disillusioned with representing major surf brands as they went through a boom and bust cycle in the 2010s.

Dane led with his signature avant-guarde, lo-fi graphics and my greater responsibility was for the website to follow suite. So, the vibe was early web, maybe broken, anti-patterns, bespoke widgets, hidden content and ever changing.

Early website

Hover or tap

To start we had a few basic off-the-shelf carousels/slideshows. So I started applying the brand, making these interactions a bit different.

The sequence spread is an old magazine format that had it's advantages. Even though everything is video now, we wanted to showcase photos.

Some sketching went down...

And, animate on scroll felt right! It was clean, fun and engaging.

Dane Reynolds

As the team started selling clothes and merch, Dane figured it was time to clean up the act, so we set up a Shopify. It was a lot of fun introducing the brand in such a raw and dynamic way.