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When Nightlife’s new responsive website design demanded a standardized approach to images, I teamed up with a fellow designer to develop a new strategy to help them promote their weekly after-hours cultural events online. To be successful, the solution needed to be robust enough to serve as the basis for a new composition every week, nimble enough to produce images ready for mobile and desktop, and straightforward enough to be replicated by any designer on the team. And of course, it needed to appeal to the 21 and over crowd.
We devised a flexible, bold template where images can be indiscriminately cropped into squares/rectangles and paired with predetermined titles and copy online. Our solution embodied Nightlife itself: it’s a spirited party with house rules. Use circles, include images of activities and science, amplify typography, and crop creatively. Repeat.
Credits: Deborah Lao and Jinny Kim (Art Direction & Design), Christina Jirachachavalwong (Design), Alicia Greenleaf (Design), Rhonda Rubinstein (Creative Direction)