Responses by Sander Sturing, developer Josephine Kranendonk, project manager, Studio Dunbar
Background: Design in Motion (DEMO) Festival is a joint initiative by Studio Dumbar and Amsterdam-based ad agency Exterion Media Netherlands. On November 7th 2019, we will be taking over all 80 screens normally used for advertising for 24 hours in Amsterdam Central Station to show motion design from designers all around the world. The website aims to generate interest for the general public to visit the exhibition and to encourage designers, studios and art academies to submit their work.
Highlights: DEMO’s website utilizes bold typography in a very fluid way—always moving and transforming. The logotype is transformed when users roll over it with the mouse on desktop or the gyroscope on the mobile phone. The movement is always contained within a set frame, referring to screen parameters. This concept is carried all the way through. For example the menu (on desktop) pushes the content of the site to the side, but doesn’t hide or move anything off screen; it adjusts to its new frame. In this way, the content, particularly the interactive motion, always takes up the available space.
Challenges: Being your own client, and setting your own deadlines and restrictions. Technically and design-wise, the challenge was finding the right balance to make the identity work in motion, static content and interactively and still make it feel like a whole.