TYPE

Logo Design, Brand Identity, Web Design, Book Design

YEAR

2019

CLIENT

HUB/ART Exhibition ltd

WEBSITE

hub-art.org

HUB/ART is an independent observatory dedicated to the multiple languages of contemporary art.

An exhibition space located in the south of Milan near the Prada Foundation and the new Fastweb headquarters, within the Interface HUB building, headquarter of Interface Facility Management company.

I redesigned the website and brand to mark the new autonomy and independence of the project as a spin-off of Interface: the gallery naming was Interface HUB/ART, and the evolution in HUB/ART (even for not losing all the web visibility and recognizability built in the last years) was pretty natural.

The website features an extensive use of  GT America Extended and GT Sectra Display, used both filled and outline. Big and bold uppercase letters are used outlined as wallpaper of each section of the pages to serve as title and to emphatize the parallax effect of the website; furthermore, the overlapping of these letters with the copy of titles and excerpts of the articles – which causes here and there a slight illegibility – "forces" the user to continuosly play and slightly scroll the the page, fostering  an active role of the reader.

The parallax effect and balanced animations of the elements enhances the usability and encurage the exploration of the website, which features both press releases of the exhibitions with pictures of the artpieces on display, and essays, interviews, critical texts and biographies of the authors.

The WHITE section of the homepage collects articles and news about the art and design worlds. Closes the page the "Author of the Month" section with a showcase of a selected artist, designer or illustrator's work.