The idea was to render this abstract technology tangible via a three dimensional experience that would truly immerse users in the world of blockchain. This was accomplished through dynamic storytelling that used a proprietary and innovative visual language and cutting-edge web technology.

This site enabled Goldman Sachs to go head-to-head with the leaders in editorial content, such as the New York Times and Bloomberg — a rare and exciting space for a financial firm to play in.

The blockchain website is a browser-based, 3D experience built primarily using HTML, CSS and Javascript, with WebGL used to render and light the ground plane only. All of the 3D shapes and 2D shapes within the 3D space (such as text and photos) were programmed using a combination of HTML and CSS, while Javascript was used to capture the users’ scroll behavior to progress them through the experience and animations.

This approach allowed us to provide the same experience for all users without the need to ask them to download browser plugins or subject them to long load times.

Additionally, since HTML and CSS were not created to render or animate shapes (let alone do that within a 3D environment), our team pushed these technologies to their limits, making them do things they were never originally intended to do. Despite the complexity and challenges of this project, we were able to start work on the site in fall of 2016 and launch in summer of 2017.

The story is told via an innovative visual language that breaks down the complex and abstract blockchain technology. This minimalist approach eliminates superfluous stylistic details to allow for the most straightforward storytelling experience possible.

The website is navigated via the simple and singular action of scrolling, which moves the user through the narrative in the z-axis, placing them literally in the world of blockchain. In addition, the programmatic drawing and animation of virtually all visuals allow for an extremely lean experience that works seamlessly — regardless of connection speed.

Not only does this website manage to explain an extremely complex technology that’s poised to revolutionize our lives, it does so in a way that is completely new to the financial industry, positioning Goldman Sachs as an innovative and culturally relevant brand.

By combining a refined, futuristic look & feel with innovative technology, the website was able to reach 1,716,337 people and kept users on the site for an average of 5 and a half minutes. This unequivocally placed GS as one of the leaders in the blockchain and cryptocurrency space.

It provided value for consumers by educating them about blockchain, regardless of their level of familiarity with the technology. It also had a cultural impact on consumers, whose perceptions about GS were changed once they saw the shift in GS’s attitude toward blockchain technology and cryptocurrencies.

The work hit all points in the brief by creating a striking, innovative and buzzworthy experience that people talked about and shared, while creating an easy-to-understand and engaging guide to blockchain technology. It also elevated GS by positioning itself as an innovative and culturally relevant brand.