Kinetic.com.sg, a website for a Singapore agency, is full of quirkiness and easter eggs. It has won a numerous awards across the shows, local and international. But at the same time, it received feedbacks from clients and associates that the site was hard to decipher. 4 years later, we still received similar feedbacks. So we realised that an apology was in order.

While retaining the same quirky visuals, our current site has new design elements and copy to clearly spell things out and help viewers uncover all the previously hidden links and easter eggs.

As a token of the depths of our regret, we have also compiled a specially curated “Sorry” playlist, as well as complimentary app store credit codes by way of “appology”.