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THE ART DEN
Project type
Visual Identity, Website Design
Date
SPR 2023
CHALLENGE
Identify a digital news site in need of a strategic redesign. Develop a comprehensive visual identity and website architecture using the existing site assets, with the flexibility to rename the brand to better align with a refined editorial direction.
APPROACH
This project is a rebrand of the Arts and Culture section of Westword, a prominent news source in Denver, Colorado. While the original platform featured compelling content, the website lacked the visual hierarchy necessary to showcase the work effectively. In response, I conceived Art Den: a new identity anchored by a warm palette inspired by the orange tones of the region’s iconic red rocks.
The layout of the site was restructured to a more user-friendly experience while keeping it visually exciting. By prioritizing an imagery-heavy layout, the platform centers around the art and culture it covers, creating an engaging and curated environment for the reader.
