Client: CRAFT | Media Digital
Agency: CRAFT | Media Digital
Launched June 2021

Deliverables:

Website redesign
Company Rebranding

Duration:

36 Weeks

Team:

Creative Direction: Brian Donahue [CEO]
Art Direction: Ken Jaffe, Tara Pairoj-Boriboon
Design Lead: Tara Pairoj-Boriboon
Design: Ken Jaffe
3D Motion: Chad Cherman
Animation: Tara Pairoj-Boriboon, Chad Cherman
Copywriting: Sinead Casey, Jessie Brown
Project Management: Sinead Casey, Jessie Brown, Bryan Levine
Developer: Sridhar Shankar, Harish Iyer

My Roles:

Art Direction
UI/UX Design
Branding & Concept
Design Research
Animation
Wireframing
Prototyping
Usability Testing

Overview

CRAFT is a media digital agency in the heart of Washington, DC. We started 2020 by refreshing the look of our office as we believe it’s a place where our clients can understand who we are. This led to the website rebranding which is a reflection of the materials, wallpapers, ceiling, and spaces that we form our office.

“Eccentricity” is a key word for the concept of CRAFT website rebrand. The design is very personal. We embrace our own rules and norms in favor of the ideosyncratic. We break the web design rules to make our own expressive statement and to be unique in our own way.

Problem

The previous CRAFT website lacked visual hierarchy and overly communicated on a single page. The site also needed clear navigations as many back pages got left behind.

Solutions

We want to provide a better experience by compiling concise messages, letting the CRAFT brand speak its own identity visually, and shifting details to the back pages. The consistency of the UI elements is also a key to assure the audience that they are reliable and behave the same way they expect throughout the website.

CRAFT new office is covered with pattern wallpapers. We see this is a great opportunity to create our own digital wallpapers that are utilized from the CRAFT logo, using CRAFT letter “C” to build variety of classic, professional yet funky pattern to use throughout the website.