The Smithsonian Center for Folklife & Cultural Heritage, from its headquarters in Washington, DC, records and preserves the cultural heritage of the world; it also promotes it to the public through its record label, Folkways, as well as its Folklife Festival. Redesiging all three sites, Boston-based design agency Visual Dialogue recognized the need for a consistent brand that would unite the center with its divisions. As the Smithsonian Center for Folklife & Cultural Heritage’s site evolved into something similar to a digital magazine throughout its design process, Visual Dialogue implemented a design strategy that focused on typography with a strong hierarchy of webfonts. Modular components and a flexible grid system enable the institution to update its site with a variety of content but keep it visually consistent, providing it with a framework to put forth stories on food, music, crafts and culture. A streamlined search bar at the top of the page facilitates navigation, and social media capabilities allows visitors to share inspiring stories they find on their personal pages. Visual Dialogue built the site in HTML, CSS and JavaScript, utilizing the Gulp toolkit to keep the navigation and CSS files in sync across all three sites.