When Animal Art Fair approached us last year to address their website design we naturally jumped at the chance of working with them. Their previous website lacked finesse and didn’t show off the remarkable fine art on display to it’s full potential, so whilst we all felt comfortable working with the same logo, the website and branding as a whole needed a good push into 2013.
Here’s how the old website looked last year…
With so much happening, so many messages and so many directions to be pulled in it’s difficult to know what to do next! Don’t you just want to see gorgeous images of fine art?
After filtering down the core navigation, stripping back the content and simplifying the reader’s journey we made the real focus of the design the art itself. We’ve created a great banner space on the homepage to proudly display the 3 ideal directions we’d like the viewer to take and just let the art sing for itself. Nice big images so you can see the detail in all it’s glory.
The accompanying brand style is deliberately minimal as to not compete with the imagery and we’ve expanded the colour palette only slightly from the red and black base, adding a zesty lime green for a more contemporary feel and gentle greys to soften the contrasts. We wanted to create an exciting colour palette and simple design style that perfectly complemented the drama of the art; a challenge when you could argue that all are of equal importance.
You can check out the new website for yourself here. It would be lovely to hear your thoughts.
It’s much tidier and cleaner isn’t it? The red on the previous website looked a bit aggressive.
I opened the website on my iPad and the categories were showing on two lines but maybe that’s just a settings thing..
Nice job!
Nicole
Thanks Nicole
The red has a completely different personality on the new design doesn’t it? Thanks for the heads up on the ipad display.