Orson is a CEO advisory firm. Run by three ex CEOs who held very high-level leadership positions, Orson aims at combining the individual expertise with the possibilities offered by artificial intelligence (AI) to face complex situations or crises – that is why they joined forces with two AI experts. Above all, Orson wants to help leaders build a trustful relationship between their corporations and their stakeholders. The innovation lies in the use of algorithmic sciences to secure their decision making and to analyse complex data.
Studio Ensemble designed a website that had to show the different aspects of the firm: the first page is dynamic, with text appearing progressively, and is illustrated by an animated rosette, showing at the same time the decomposition of the movement of a sphere and the prismatic pattern created by the shape’s intersections. Interestingly, the website is structured around one page, with a description of the firm: Orson “Is a CEO Advisory Firm / deeply Human / AI powered / with holistic expertise / on a global scale”, where each part of the sentence leads to a different page. The complexity and the seeming abstraction of the firm’s actions are illustrated by vectorial geometric drawings, the most important one being the firm’s “Trust wheel”, an animated unidimensional rosetta that shows all stakeholders to take into account for a company’s trust building.
The website is set in Big Daily Short designed by Alaric Garnier and available from Production Type. It’s paired with Chi-Long Trieu’s Basel Grotesk (Optimo) for third level titles and technical info. The large eye and tall x-height of Big Daily makes it very legible but also offers a proximity to the reader: the typeface was inspired by the design of small size newspaper typefaces which needed large apertures, in order to prevent the counterforms from being clogged with ink. This legacy lends a familiar look to Big Daily, and makes the surface of the screen appear closer than it actually is. Used for a firm working with AI, the typeface provides this “human” feeling that is put forward by Orson.