Site crit
Out of context: Reply #2
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- alpinist0
The smoke effect is nice but it's a pretty major element of your design. How does the literal idea of smoke relate, conceptually, to your brand? Not that a transitional or background element is required to be tied directly to your brand message, but when it seems to be the central theme of the site, I feel like there needs to be some sort of relationship there.
The logo, for some reason, instantly says "athletic" to me, not necessarily design, and the angles do not play smoothly with the organic feel of the smoke.
That said, the execution of the smoke effect is very nice and I can see why you'd want to keep it. Perhaps you should think about a way to blend your brand message with the idea of the smoke, if only subtle, would justify such an element.
I think I saw a nice execution of an effect like this on a Discovery Channel promo. Was there any influence there? Just wondering.