Asher Young Studio, a creative direction, design, and producing studio based in New York City, commissioned a visual identity design and corresponding website redesign.
With typography, hierarchy, and colors established, we focused on building the studio’s website, asheryoung.studio. The existing studio site functioned as a portfolio, where each of the studio’s projects and relevant information were organized. Though we wanted to maintain this function, we were dissatisfied with the existing site’s tricky navigation structure. Upon load, the site would display an array of project thumbnails in a freeform gallery, potentially overwhelming the viewer. Moreover, each of these thumbnails hovered with the user’s cursor, further complicating the site navigation and user experience.
With typography, hierarchy, and colors established, we focused on building the studio’s website, asheryoung.studio. The existing studio site functioned as a portfolio, where each of the studio’s projects and relevant information were organized. Though we wanted to maintain this function, we were dissatisfied with the existing site’s tricky navigation structure. Upon load, the site would display an array of project thumbnails in a freeform gallery, potentially overwhelming the viewer. Moreover, each of these thumbnails hovered with the user’s cursor, further complicating the site navigation and user experience.
We simplified the website’s structure by working with one of Cargo’s portfolio templates. Instead of displaying projects with their thumbnails on the landing page, we organized the projects into a
Each entry links to a full project page, which provides information about the studio’s production process as well as a complete set of images. We split each page into two sections: the left side contains left-aligned text, while the right side contains a scrolling list of images. We set the title of the project in all-caps Helvetica Neue Bold at full opacity, the subtitles and dates in Times New Roman in sentence case at 75% opacity, and the full project description in Times New Roman in sentence case at 100% opacity. Through this typographic hierarchy, the title and bodycopy take center stage, while the subtitles provide a subtle context to each project.