As part of an internal studio rebrand, Toronto-based design firm The White Room reinvented its website into an experiment with soft animation and white space, stripping navigation down to its bare essentials. “Moving away from the large full-screen image we had in the past, we wanted our landing page to float and tease the viewer,” explains Karolina Loboda, creative director and cofounder of The White Room. “Our strategy was to keep the internal pages structured and user friendly, allowing the homepage to be more of the soul of the studio—artsy and cool.”
As visitors scroll down the homepage, more projects appear and animate, unfurling from right to left. Users can explore The White Room’s portfolio in two ways: by way of the homepage’s floating imagery, or by going to the “Projects” page, which organizes the design firm’s portfolio in a clean, organized grid layout. “Fading and soft animations are key elements [on the site],” says Loboda. “They lend a more dynamic and progressive feel to a format that is generally very clean.” The site uses Styrene, a font from Commercial Type, which was purchased by The White Room and is present throughout its rebrand.