[From the Creative Scene in the Netherlands Vol. 3] Every Project Must Have One "Unique" Element | Exo Ape (Roermont)

What is Exo Ape?

This digital creative agency has won numerous international design awards, including the Webby Award and twice-awarded Awwwards Site of the Month (SOTM). Their distinguishing feature is their ability to develop innovative yet user-friendly UIs, ensuring that every website they create feels fresh and new.

The company consists of three people, each with a different role: Technical Director, Digital/Motion Designer, and Creative Director. However, they all work together as one team from the initial stages of a project. As a result, a key characteristic of our company is that ideas, expression, and implementation are not fragmented, and the output is formed under a consistent philosophy.

SHIFTBRAIN's Art Director's Top Picks for EXO APE

Case 1:Otto van den Toorn

The screen features boldly placed photographs with typography superimposed in the center. The design minimizes the use of UI elements, creating a very pleasing sense of white space and contrast in the photographs, drawing you into the world it creates just by looking at it.

Furthermore, regarding page transitions, instead of simply switching screens, the central typography changes seamlessly, connecting the UI itself as a continuous experience. As a result, it creates an immersive feeling of exploring a single space rather than simply moving between pages.

What's particularly striking is the button UI positioned in the center of the bottom of the screen. Like Apple's Dynamic Island, this UI is always at the heart of the user experience, naturally conveying state changes and transitions. On the other hand, it's not just a decorative element; it also functions as an actual starting point for clicks and navigation, achieving a high level of both freshness not found in existing web UIs and intuitive ease of use.

What makes this site particularly outstanding is that, despite its highly innovative UI, it doesn't force the user to perform any actions. While it offers a visually very new experience, the design is intuitive and easy to understand once you interact with it, so the presentation doesn't hinder the user experience. The animations during page transitions are not excessive, but rather function as movements to smoothly connect content, and the photos, typography, and UI do not interfere with each other, naturally shifting the focus depending on the scene to construct the experience.

As a result, it's not just a portfolio site, but a website that achieves a high level of balance between design and functionality, creating a complete digital experience.

Case 2:INVERSE

While traditional sustainability websites tend to be explanation-heavy, this site is highly distinctive in its strong focus on "allowing users to experience the service through scrolling." Despite being a sustainability brand site themed around invasive alien species, it is structured so that each section embodies a single message, and the brand's philosophy and worldview can be intuitively understood through typography, photography, and UI design.

Overall, the layout is very simple, with plenty of white space, so it doesn't feel overwhelming. On the other hand, the presentation, including parallax and background effects linked to scrolling, and custom mouse cursors, is strongly geared towards creating an experience that makes you want to scroll, and before you know it, scrolling itself functions as storytelling, making you want to move on to the next section naturally.

What's particularly striking is how, despite addressing environmental issues, the brand avoids relying too heavily on existing sustainability expressions like "natural" or "organic," instead unifying its worldview with an industrial tone. The consistent design philosophy extends to every detail, from fonts and icons to UI elements, giving it a cutting-edge feel that sets it apart from conventional eco-brands—more like a futuristic infrastructure or technology company.

Furthermore, each section unfolds like an animated slide presentation, making it easy to understand even when dealing with complex themes. The presentation is not merely visually impressive, but also functions to smoothly connect the information, allowing you to read through to the end without stress.

As a result, it has become a highly accomplished branding site that is not merely a website introducing sustainability brands, but one that conveys its philosophy through "experience" rather than "explanation."

Exo Ape's manufacturing process

The three people we interviewed this time were Creative Director Robbert, Digital/Motion Designer Ronald, and Technical Director Rob.

Three people who grew up in the same area created the same studio.

How did EXO Ape come about?

Robbert:Originally, Ronald and I started this studio together. About three years later, Rob started working on several projects as a freelance developer, and we felt a strong connection, so we asked him to join us. I consider it incredibly fortunate that the three of us met in this small town of Roermont.

Rob:Actually, the three of us are from the same area and attended the same high school in Eindhoven, although we were in different grades. Ronald and I also did our internships at the same company; I was working as a developer and Ronald was working as a designer at the time.

Robbert:I believe our strength lies in our deep understanding of each other's areas of expertise. Ronald was originally a developer, and Rob also worked as a designer. Because we understand each other's way of thinking and language, we can communicate and exchange ideas very smoothly. For example, we can identify potential challenges in implementation during the design phase. Also, since Rob is involved from the initial discovery phase of the project, we can identify and solve problems from his technical perspective from the early stages of the project. I think that's what sets us apart from larger companies.

Rob:Since the three of us are handling everything from the project's inception to the website's launch, everyone is deeply involved in every phase.

A dense process that begins with discovery.

How do you usually manage your projects?

Robbert:Depending on the project and scope, we generally proceed in three phases. First, there's the discovery phase, which takes about a month. Next is the design phase, which takes 4-5 weeks. Finally, there's the development phase, which takes 5-6 weeks. UX design is included in the discovery phase, while interaction and motion are included in the design phase.

In the discovery phase, we carefully listen to the client's vision and needs during the initial meeting. Following this, we conduct a 3-4 hour collaborative workshop using tools like FigJam. We conduct various exercises to clarify the emotions and characteristics the brand should embody, and what site visitors should first experience. This includes tasks such as selecting a direction using sliders (e.g., elegant or precise) and choosing visual preferences. Based on the visual examples selected by the client, including photos, illustrations, and websites gathered from sources like Pinterest, we create style frames and mood boards.

Our proposals typically focus on a single direction rather than presenting multiple options. Our stance is to only offer directions we are confident in. By adding color, typography, and images to the wireframes, we enable clients to grasp the overall feel early on and provide feedback.

Rob:We go into considerable detail right from the wireframe stage. These aren't just simple skeletal diagrams; they're so refined, with meticulously defined typography and other elements, that they could easily be mistaken for the final design. This allows us to solidify the direction of interactions and animations early on and grasp the project's complexity at an early stage. If 3D elements seem necessary, we sometimes start creating and testing prototypes from the discovery phase. By verifying how long implementation will take early, we can better estimate the necessary resources.

Of course, everyone is always aware of the scope, so sometimes it's necessary to pull back when you feel like you've gone a little too far.

Behind the scenes of the "Amaterasu" project

How did the "Amaterasu" project actually progress?

Robbert:This project took 4-5 months. The client's requirements were very clear: they needed a compelling digital experience to communicate their vision to investors and attract investment. However, at the start, the service information only existed in the client's mind, so we had to begin by giving it a tangible form. Visualizing an abstract idea and telling it as a story was extremely difficult.

We designed the project from the wireframe stage, including the possibility of animation, and since we didn't have any stock photos, we designed everything in the browser. We used WebGL to build the visuals from scratch.

Midway through the project, it became clear that the creative direction wasn't fully established, leading to additional proposals. An external freelance developer specializing in WebGL joined the team, and ultimately, the production was handled by a team of four. The result is a very rich experience, combining WebGL, particles, audio synchronization, and more. It was a project typical of this studio, with art direction, interaction, and development working closely together.

Every project must have at least one "unique element."

Is there anything you keep in mind when creating creative works?

Robbert:What we value most is adding at least one "unique element" that is characteristic of the brand to every project.

The ideas often originate from a concept. In one project, the concept of "glass" led to the incorporation of subtle glass textures throughout the entire site. In another project, "a woman's head" and "a new gradient background" became defining elements of the work. These unique elements help the project to become memorable to people.

Because we're a small team, we constantly ask ourselves, "How can we make this project stand out?" and "How can we make it unique?" I believe that this accumulation of questions is why no two of our projects end up being similar.

With each new release, we consider "how can we raise the bar even further?" and we always strive to evolve by incorporating new elements that are different from previous projects. We sometimes make minor adjustments after launch. Our attitude of continuously reviewing and improving even after release, rather than finishing when it's complete, is what helps us maintain quality.

I draw inspiration from all kinds of entertainment, including movies, games, and music. Sometimes, something comes to me when I'm listening to music and the lyrics come to mind. Often, things I see and hear in my daily life end up becoming part of the concept for my projects.

The balance between passion and business is what determines quality.

Robbert:When choosing a project, I value the "click" feeling—whether our values ​​align—and I'm also conscious of the fact that I'm in a position to choose the client.

At its core, it all started with something I loved. Passion is essential for creativity, and losing it directly impacts the quality of the output. On the other hand, business aspects such as money and timelines cannot be ignored. I continue to grapple with the question of how to maintain a balance between passion and business.

Voices of the visiting members

Ishizuka (Art Director / Designer)

Of all the studios we visited this time, this one was the furthest from our base of operations, but I begged the other members to let me visit it, and they kindly included it in our schedule. It's one of the studios I've long admired.

Because it was a small team of three, everyone was involved in every phase, which was a very unique approach and one of the ideal production systems for me. Everything I heard was fresh and stimulating, and I was particularly impressed by the time we spent exchanging opinions and talking about not only how to work but also the current state of the industry. We promised to meet again next year, so I hope to see the team again!

Kin (Motion Designer)

This interview was inspiring from start to finish, showcasing the speed and efficiency that only a team of three can offer, their meticulous preparation from the wireframe stage with implementation in mind, and their collaborative approach where each member, despite their overlapping skill sets, handles design, motion, and implementation, ultimately delivering the project to completion.

In particular, I was impressed by the detailed discussions with the client, and I was amazed at how smoothly the project progressed without any changes in direction, thanks to all three of you handling every aspect of the project. I am also grateful for the valuable insights you shared from a public relations perspective, such as the phased approach to external PR and how you showcased your achievements, which are unique to a three-person team.

Okada (Producer)

Exo Ape's office was located in the suburbs, about an hour's train ride from central Amsterdam. Of all the areas I visited, this was one of my favorites. The whole town felt open yet sophisticated and stylish. It had a different charm from central Amsterdam, and the entire experience, including the travel time, left a lasting impression on me.

What was particularly impressive about this interview was that it wasn't just a matter of us asking questions and listening; we were able to have a very open and frank dialogue, sharing the information and ideas we had. In previous interviews, I often learned about the way overseas production companies think and work, but with Exo Ape, it felt like we were both sharing information and exchanging opinions.

In particular, it was invaluable to receive very frank advice on our approach to global PR going forward and how we should present ourselves. There was a lot of very useful information, including how long they spend creating their content and how they ensure quality.

One of the biggest differences I noticed between Exo Ape and SHIFTBRAIN was the size of the team. Exo Ape is a very small, elite team, and I got the impression that each person's role and responsibilities were very clearly defined. Because there are so few people, each individual's responsibilities and expertise are clearly defined, and I felt that this collective strength is what produces such high quality.

Furthermore, the way the project was managed was impressive. In particular, the fact that interaction developers and engineers were heavily involved from the planning stage, and that they considered the possibilities of expression and implementation in parallel from the wireframe stage, felt like a unique approach that only they could do. I think that the fact that design and implementation are considered together from the initial stages, rather than being separated into later processes, is what leads to the meticulous and highly polished expression that is characteristic of Exo Ape.

At the end, I even got to take a photo with everyone, and it was a truly enjoyable interview. I learned a lot, the conversation was very stimulating, and if I ever have the opportunity to go to the Netherlands again, I would definitely like to visit the studio again.

Tsuboi (Project Manager)

Because of their small scale, everyone is deeply involved in every phase, understanding each other's expertise, and I felt that this high level of collaboration is the secret to their high quality. What also impressed me most during our conversation was how openly they spoke about the behind-the-scenes aspects of production and the difficulties they faced. I felt their sincerity in their willingness to share not only the successful parts but also the challenging processes and difficulties they encountered. I was also very happy that they were familiar with Shiftbrain.

Conclusion

Exo Ape, a small team of just three people, handles everything from concept to implementation. Their strength doesn't lie in their size, but rather in the deep understanding of each other's expertise and their determination to imbue every project with "something unique."

Next time, we'll be introducing Resn in Amsterdam. Stay tuned!