Wallpaper* has undertaken an ambitious redesign of all its formats. Their in-house team, headed by creative director Sarah Douglas and art director Lee Belch, brought in experts from various creative disciplines to help with the task. For the website, they brought in Marc Kremers from Future Corp and Nicolas Roope from Poke to advise and consult. This was accomplished through preliminary brainstorms, followed by a series of 2 day workshops with their digital designer Ben Ewing at the Future Corp studio. After these, we kept in regular contact feeding back on design progress executed by the in-house team.
Everything we did was guided by Douglas's mantra for the rebrand: "modern luxury". We kept this in mind while questioning every aspect of the site: How can we order the vast amount of content in such a way that the user is not overwhelmed, but can get to where they want quickly? How can we facilitate content discovery? How can we create a playful but subtle sense of rhythm and how can we use space in a luxurious way? We made a conscious decision early on in the process not to alienate users with too many new-fangled UI techniques. The result is an elegant, sophisticated update that foregrounds the content, updating Wallpaper*'s digital presence to reflect the character of one of the world's foremost design publications.
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