FINAL WEBSITE + INSTAGRAM + POSTER SERIES

The aim of Look At That site was to tackle the question 'What qualities do different formats bring to the quality of distribution', and to present this through a tailored website that distributes/promotes the work of up and coming artists in the Leeds area. The site has a clear branding through its' use of geometric shape, repeated text, the spacing of content and the use of colour and pattern on its home pages and info/contact pages.

When we then switch to artists pages, the focus is on the artist work and their style of working. With the composition changing drastically to accommodate the style of the artists' works. This has been presented again through the choice and editing of typefaces to fit the individual work, the spacing of content and the use of colour and most importantly clear presentation of the artists project(s)

WEBSITE

(video link  of the working website below)

https://youtu.be/Gn7_L3H5bUQ

Screenshot of all the pages/sections found on the website. 

Menu Page

Contact page

Artist Pages

Featured artists on the website. These artist pages are directly linked to the home page, with the focus on the user being able to quickly navigate through the lot. The artist pages differ from the home page in their aesthetic as the aim was to present the style of the work being presented by adapting all the components of the artists' page to fit the aesthetic of the work being presented. This was achieved through large imagery of the work dominating the spacing of the space (differing to the spacing of content on the home page) and the use of the same typefaces as used in the works and select parts of the page being coloured in the same as seen in the work. There were still elements used from the home page to keep the consistency throughout the site (arrows) which were then amalgamated with the new elements taken from the artists' work (colour)  

I did try using the same layout as the home page (spaced out imagery/content/with patterns and shapes) but the artist works felt lost within it and didn't pop out to the viewer. So I chose to use large imagery of the work that filled the composition, making the artists work the focal point of the site page.

Joely Swerdlow - (Helvetica, yellow layer to link work and site design)

Tom Wilson  - (Times, purple layer to link work and site design)

Rory Taylor  - (Comfortaa, bright red layer to link work and site design)

Will Finn  - (Arial, royal red layer to link work and site design)

INSTAGRAM

Again approaching the question of, 'What qualities do different formats bring to the quality of distribution',  'Look At That' Instagram page, presents some of the posters made for the Look At that Brand, with highlights presenting selected artists from the website profiles and work; while distributing the works of the featured artists on the website, on a platform that is more widely used across a whole range of demographics. The website and Instagram used in conjunction with one another will allow for Look At That to reach mobile users and computer users.

POSTER SERIES

A set of posters distributed in conjunction with website and Instagram page. these posters will be displayed around Leeds as to further promote the brand of 'Look At That', and that artist that are being promoted through it. 

website mockup

Adobe XD mockup of website 'Look At That'. With a mix of rounded geometric shapes, arrows, and muted patterns, the UI design aims to promote the works of new artists, through dynamic and personalized profiles that provide a sense of the artists' style of working and their personality. We aim to distribute the works of each artist through our site, our Instagram, and our magazine. 

Video of working website mockup 

Will add more functions to the website (i.e. quick navigational links and motion type hopefully)

https://youtu.be/ZjuiqhaEKso

Website Mockup 

With the aim of the website being a continuous scroll layout, as to accentuate the continuity and cohesion of the design. This I hope better presents the branding aesthetic and making the website more unique and interesting 

Menu Page

Website Mock ups (home + about page)

About

With each design/mockup, I have tried to give present a site with its own visual identity/branding. With the aim of creating a website that accurately presents the works of up and coming artists, through toned down UI design and personalized layouts/composition (image layout) of chosen artists works (alongside interviews with artists).

1
The first consists of a simple black, white and yellow colour palette, this is to keep the design of the website minimal yet still interesting to look at (through simple yet interesting shape and icon designs). I made the icons (menu, artist profile, contact, search) and the arrows (which reference the pointing of 'look at that') rounded at their ends, as to subtly promote a soft and approachable aesthetic. The branding of the website is key to its success, and I feel this aesthetic and the composition of the page could be transferred simply to other pages on the website (about page, menu page, artists profile (placement/composition would differ slightly depending on artists style of work) and contact page)

2
The 2nd home page design introduces more colour and texture to the initial 'flag page'. This layout design decision was made to see if more colour and texture make a better initial impact then the first design. The colours do make the UI look brighter and welcoming but I don't think I'd consistently be able to use this across the whole website as the composition of it all looks cluttered and their would-be space to present work clearly.

3
With the next design, I edited the design of the icons (menu + search) so that they didn't take up as much space on the page, and placed the about section right under the main header for the website home page. With all of my designs, I'm aiming for all the content on the website to be viewed through one continuous scroll, with the icons serving as a shortcut to the relevant parts of the page.

4
The next design (home + here is the one I'm most likely to go with. I have taken elements from all the other designs t create a page that has a minimal aesthetic, but as you read the page, you re drawn into different sections through the use of patterns and shapes created by me. The UI composition has arrow icons and repeated type as to reference the need to look at the content.
This composition fits best into the UI of a continuous scroll, the icons, shapes and patterns have been evenly spread, allowing for composition that has a clear identity and is interesting enough to make the user keep scrolling.
There may be a break in the continuous scrolling function when it comes to artists pages, and instead, incorporate tile like links that would take you to the individual artists' pages. The spaced-out layout allows for the edit and moving around of content to fit the style of each artists profile.
'//' would fall down the side the whole site, as to accentuate the continuous scroll + it adds another element for the reader to view as their scrolling (almost like a wave flowing)

5
The final home page design again takes elements from all previous designs, with a more impactful initial impression through the use of colour and large tiles, the page feels full and welcoming. I'm undecided whether to use this as the homepage or the previous design as I could still design the 'about' page the same as the 2 to last design as it's using the same pattern. Although this may not be as effective when it comes to the individual patterns and images used on the artist profile pages.

To Decide:
- Whether to keep composition completely consistent throughout all pages OR use more impactful colourful homepage and earlier design for 'about' page etc. 
- Whether to make artists profiles part of continuous scroll or linked tiles. (continuous scroll would make it that the user would see each profile, links would make it quicker to navigate) 

UX

'If I can go to your app, and in 5 seconds, not know what to do, you've got a big problem' - Lauri Segal (tech reporter)

"I've been in digital marketing for nearly 10 years now and I will tell you that there is no tool more important to your success than the landing page." - - Russ Henneberry Director Digital Marketer

It's the primary purpose of your website to turn visitors into customers. There are 7 types of design elements your site needs to do this most effectively. A good headline, strong call to action, portfolio and testimonials are to name a few. Notice how all high conversion websites follow the same principals because they have been proven to work.

Landing Page Template 

DISTRIBUTION - Website + Zine + Instagram

Continuing solely with the theme of distribution. From peer reviews and experimenting with potential ideas, I found that my subject of influence falling into the three categories of Location Design principles and distribution was too broad to cover through one product/outcome. 

I may come back to it in further developments in the future, but for now, I'm solely focussing on one element of the original question, that is, 

'What qualities do different formats bring to the quality of distribution'

For the time being, I want to present/distribute the works of artists through commonplace media such as websites, Instagram, and zine, answering which has the most engagement. With the current lockdown situation, the production will be solely digital (including zine) as this is not only my only means of production as I don't have a printer, but to follow online use/viewing trends which have exponentially grown since people have been limited to stay at home.

Alongside imagery of the artists' works, there will be a short descriptive interview with the artists, with them opening up about their process of working in that particular project, and then maybe a more over-arching answer about their working process as a whole, their inspirations. 

While the questions won't differ too much from the kinds of interviews you find on good sites, the branding of the outlet will be key. It will have to be stripped down to the essentials so that the design isn't cluttered/too loud so that doesn't take away from the artwork being presented, but it will have to be eye-catching and interesting enough that it makes an instant impact when a user comes across the site.  - branding will be key to the success of the product. 

Example Sites: 

GrandMatter

https://grandmatter.com/

Home Page 

Large rows of content (imagery/text) covers a lot of space on page - good for drawing the reader into page. large blocks/rows of imagery simplify the composition of the site so that the info is easily legible and aesthetically engaging (due to emphasis on space allowed for imagery.

Artist Profiles

Artists' profile pages follow the same layout/composition, with large images of their work dominating the spacing/distribution of the content at the top row/tab. 

While the top half of the page layout includes a description of the artists + work, alongside smaller images of the artist interview. 

As we scroll down the page, we see more negative space and spacing of smaller imagery across the width of the page. This opens up the space to place key quotes from the interviewee.

Kris Andrew Small 

Images of artists working process - could be a key component of the structure of the questions and website (my website) - could there be a focus on the learning of techniques - the distribution of learning techniques

Joes Cruz 

\

Avant Arte 

https://avantarte.com/

Abstract Mag 

Navigation icons along top pared with the navigation scroll bar along the side make the page look cluttered. I found when I first opened the page, I was drawn to the feint the title first, then the navigation then the scroll then the actual imagery last.

I want the people who use my site to be drawn into the imagery first (the focal point of page), then the info about the work, then after that the option to navigate around the site. 

'Read More' type animated over the image once scrolled over, could use similar sort of animation for either type of imagery, don't want it to over clutter the page though. 

Anyways

Home Page

Was looking to incorporate arrows as a big part of my website design (Look at That), but seeing as anyways have done it already, it would seem a bit gimmicky and samey If I did; will have to find other means of drawing the readers eye. 

Eye on Design

Consstent and effective branding of website. Eye on Design has a clear and unique aesthetic that accentuates different functions of the website in a way that doesn't let the UI design (i.e. branding design of the website) overwhelm the content that is being presented on it. This in turn creates a UX that feels unique and easy to use/understand. 

Loading Page 

Even the loading page has same branding 

Clear navigation page that drops down from the menu logo that is simply understated yet easy to find.

The same colour palette and simple structure/design used throughout the website

Pinterest

How can the use of color create a sense of branding for the website 

Where does the type fall? For a minimalist look, the type could fall over the imagery/articles. Would have to make sure it's not overcrowded tho. 

Could 'Look at That' be placed vertically down the page - as a consistent reference as you scroll. 

Use of icons (arrows) and colour, what style are they? 

Motion Type - makes the website feel more immersive and unique 

Branding/Visual Identity

what is the brand identity ?

• Notice but not overdone 
• Focus on one texture or colour per post 
• Bring topic into poster - arts council, brand? - prompts as to why they're looking
• Playful design (eyes)
• Different format -Insta (how work as single file)
• 'LiveTalks' - clear aesthetic looking at other artists 
• Make typeface - brand this 

Playful Type:

Bon Appetit motion type

Kieler Woche ’12 Lookbook

Colour:

Kieler Woche ’12 Lookbook

 

Kunst an den Rändern

Form + Shapes used