The Redux gallery required a simple style for their site, suitable for a high degree of text/content and aligned with their own visual identity.
THE CLIENT: ®edux
Unit 303, Third Floor, Lana House
116 Commercial Street
London E1 6NF
Started in 2003 by Peter Lewiss, Makiko Nagaya and Simon Gee, the gallery hosts events, seminars and exhibitions for challenging, experimental and contemporary art.
Peter Lewis was nominated for a Hamlyn Foundation award in 2004 and ®edux has been nominated for an Arts Foundation Award 2004-2005.
THE BRIEF: The website would require simple styling features, that incorporated ®edux. visual identity.
The site would comprise numerous and often lengthy articles or press releases, which would in some cases, be accompanied by photos. Additional pages for contacting and locating the gallery were needed.
The site would also hold a large variety of photos of events and artists. work, which would be made available to visitors through an online gallery.
OUR APPROACH: In a meeting with Peter and Makiko at ®edux in summer 2004, we discussed the requirements of the gallery for a website. The aim of this meeting was to understand what ®edux required of their site, what they needed it to do for them, and most importantly, who their target audience would be.
At the meeting we also discussed styles that Peter and Makiko liked personally, and established that the overall style for the website should reflect the gallery. s philosophy of reduction. We scrutinised books and magazines that used design that Peter and Makiko admired, we also looked up old Blue Note record sleeves and talked about the treatment of the website. s online gallery images.
Over the course of the meeting, a set of visual themes were compiled and ideas for design rules were formulated: how to use images within the text; the use of space for text; the use of negative space; good colours to use and colours to avoid. These ideas formed the kernel upon which development would be started.
DEVELOPMENT: The site. s primary content would relate to the events and exhibitions held at ®edux. As such, the Events index became the linchpin of the site. s simple architecture, with the Guests & Artists index supplementing the features and press releases, acting as a directory for the site.
Graphical features were kept to an absolute minimum, so that visitors. attention would be focussed on the site. s text, which explains the background to and purpose of each event. Visitors to the site, generally accustomed to articles such as these, would have nothing to distract them from the narrative that the articles provided.
To maximise the appeal of page after page of pure text, that offered nothing else in the way of visual flamboyance to distract readers, the text itself would be treated in a way that made it stand out.
In a novel deviation from conventional body-text style, ®edux' page text would incorporate the logo-colour into all of the site's punctuation. Not so much that it would distract from the writing, but just enough that it would noticeably tint the page.