ArtFields is Southeastern art festival that brings artists and patrons together in Lake City, SC. This week-long event gives artists the opportunity to compete for more than $140,000 in cash prizes. While working at Blue Ion I was tasked with developing a brand palette that would be used in an array of digital marketing and print materials. As lead creative on the project, I was also responsible for redesigning the ArtFields website and working alongside the programming team from start to finish. The goal was to design a place to share the latest news and archive all of the artist/artwork from each competition. I met with clients and pitched creative direction throughout the process to ensure this goal was met.
DISCOVERY & EXPLORATION
For the redesign of ArtFields, I was appointed to develop a revitalized look and feel for the brand through print materials and for the web. I wanted to evolve the current brand into a clean and fun experience that transcends the feel of actually being at the event. The inspiration started with a painters brush stroke. This was then abstracted in a graphic that used each of the pastel colors from the ArtField palette.
PROJECT TYPE
COLLABORATION WITH COPY DIRECTOR, WEB DEVELOPER, AND PROJECT MANAGER
TIMELINE
JAN - MAR 2017 (8 WEEKS)
WEBSITE DEVELOPMENT
The goal was to create a clean experience for users to navigate through. One of the challenges was developing a way to have more users to register to vote for ArtFields. The solution was to integrate that voting aspect into the primary navigation. Along with the sticky navigation, this allowed the steps to vote, to be far fewer than before.
NAVIGATION
Integrating the drop down navigation in a clean and colorfully way was a key element during the programming phase. ArtFeild is a very robust site that housed large amounts of information, this navigation kept these key pages a simple click away.
