Apricity

The Challenge

The primary challenge was working with a high-level concept that lacked specificity, as there was no clear information on which existential threats Apricity aimed to address or concrete solutions to showcase. This required the project to rely heavily on visual storytelling and symbolism to convey its message. Without concrete examples or initiatives to present, the design had to do most of the heavy lifting in terms of keeping users engaged and invested in the narrative. The lack of specificity meant I had to lean into visual metaphors, ensuring they were strong enough to evoke a sense of illumination, warmth, and inspiration while subtly guiding users toward a call to action.

Design Concept & Process

The design journey began with exploring the meaning of Apricity — the warmth of the sun in winter. This idea served as the foundation for the website’s overall design, influencing the color palette, transitions, and layout. I created a dynamic interface with lighting effects that subtly "illuminated" as users scrolled, mimicking the warming effect of Apricity.

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Introductory Concept: The website opens with an explanation of Apricity, accompanied by a glowing and radiant visual aesthetic. The layout mimics the idea of gradual illumination, providing users with a sense of discovery as they move through the content.

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Threats to Existence: The second section highlights global threats to humanity and the planet. Here, I incorporated visual metaphors, like the Dyson Sphere, to represent potential solutions. The sphere symbolizes the harnessing of energy and solutions, presenting Apricity as an overarching force capable of providing conceptual remedies to these threats.

Compelling Call to Action: Following the problem-solution framework, I designed a compelling phrase that serves as a pivotal emotional moment in the journey, encouraging users to be part of the change. This section leads to a call-to-action (CTA), where users can sign up to be involved in the movement.

Form & Supernova: To conclude the journey, users encounter a form set against a background of supernovas, reinforcing the theme of powerful transformation and renewal. The design aims to evoke the grand scale of the changes being discussed while guiding users toward meaningful participation.

Results

While the project remained conceptual, the website successfully captured the intended emotional tone and inspired curiosity among visitors. The transitions and symbolic elements allowed users to connect with the idea of Apricity on a deeper level, encouraging them to explore further and engage with the call to action.

Takeaways

Designing for an abstract concept like Apricity challenged me to think beyond conventional UX/UI approaches and embrace visual storytelling in a new way. It reinforced the importance of clarity in communication, especially when working with open-ended ideas, and taught me how to use design to create emotional resonance even when the project itself is conceptual.