Responses by Jessica Carpenter and Tad Carpenter, cofounders, Carpenter Collective
Background: The purpose of our new site was to document a lot of the new work we have been creating in an authentic, easy to digest way. With the new site, we hope that potential clients, design professionals and general design enthusiasts enjoy seeing our work and process behind it. We also worked with Adams Interactive for web development.
Highlights: The site reflects our new brand identity and features our new typographic selections, Gotham and Grifo, along with our new patterning and palette featuring YinMn Blue. We opted for bright blue overlays in lieu of transparencies. We also feature work with large photographs and gif animations to walk users through different projects.
Challenges: One of the biggest challenges for us was creating a hierarchy that showcases the diversity of our work while allowing our branding projects to be at the forefront of the site.
Favorite details: The use of our studio blue, YinMn Blue, appears subtly throughout the site. If users highlight text, it is in blue. When users rollover an image thumbnail, the blue appears. Our use of blue is bold, approachable and tends to stand out. We also like the subtle actions that occur when users roll over our photos on the About page, where users get to animate Jessica and Tad laughing.
Navigation structure: While our goal was to keep the focus on our work, it was really important for us to make the site extremely easy for the user to navigate. Users can click anywhere below our icon to access the main menu and our logo playfully animates when the navigation bar is extended.
Anything new: You always learn something new when you are forced to examine your own work. We also learned to be patient with ourselves. With clients, life and constant business, the redesign of our site was, at times, the last item on our list. But in the end, taking our time allowed us to create something we are proud and happy with.