A central element of the brand development was the grid system. By grounding the website UI in the same proportions as the masthead, we achieved immediate advantages: it instilled a sense of scale, allowed for more dynamic and engaging page layouts, and enabled the creation of innovative, user-friendly interactions that broke away from conventional design norms.
Scale played a crucial role in expressing the concept of radical accessibility—after all, this is a gallery for the people of Newcastle and open to everyone. To communicate this, we utilised negative space, dramatic variations in typographic sizing, and notably, absurdly oversized buttons that make interaction intuitive and inviting for all visitors.
The systematic principles of our visual language—layout, typography, color—were seamlessly extended to the website, helping to distinguish different exhibitions and highlight featured shows versus smaller exhibits. This cohesive approach ensures a clear hierarchy and immersive experience throughout.
We also experimented with reflections and other interactive elements that woven into the brand story, offering subtle Easter eggs for observant visitors and enriching the digital experience.
Exhibitionist has done an outstanding job implementing our design, collaborating from the outset with enthusiasm and a spirit of innovation. We’re excited for the upcoming expansion of the website, with new pages, features, and content set to launch in the months ahead.
