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Responses by Mark Goldstein, creative director/cofounder, Zero

Background: Coming into the one-year mark of our studio, we needed a site that better expressed the growth Zero has experienced. The new site includes a more robust means to feature the variety of work we’ve done and services the studio offers. Additionally, we wanted to say more about our ethos and processes, as well as highlight some of studio’s culture.

Highlights: The site is centered on traditional Vignelli-inspired graphic design principles—black and white, Swiss grid, typography driven—and the contrast of lighthearted and unexpected moments. The inclusion of hands and Japanese bobbleheads are a tongue-and-cheek jab at a design studio’s self-important and elitist mentality. We’re all really inspired by the prevalent graphics that surround the studio, whether it be nail art salons, delis or neighborhood bodegas. To us, the site feels like New York. The new design feed also serves as a means to share work in progress, press and cultural happenings at the studio.

Challenges: The most challenging aspect of building the site was time. Balancing time for internal projects and client work can be tricky, but incredibly important. We made sure to set a hard date and stick to it.

Favorite details: We feel like the site is authentically us; it encapsulates the vibe of the studio and doesn’t follow design trends.

Navigational structure: We opted for a narrow and focused compartmentalized side navigation that allows the work and thinking of the studio to be the main focus, while still being accessible at any time.

Anything new: Everyone at the studio contributed; so the importance of continual alignment and creative vision was huge. This construction of reusable visual styles and modular JavaScript allowed for ease of iteration and feedback across the team, which ensured the high-quality level we demand here at Zero.

zero.nyc

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