Designing from the content out
Small screens force us to strip away any unnecessary ‘chrome’ and make the content itself do the hardwork visually. Gone are they days when web designers created pretty wrappers around largely unstyled lumps of text. This is a good thing, and not just for mobile.
There are only 3 significant visual devices on the site: large blocks of colour, great photos and, most importantly, type. We lead with plain-english page descriptions, show off the imagery where it’s relevant and choreograph the written page for scanning, comprehension and easy in-page navigation.
A digital brand refresh
Whilst the New Zealand On Air logo and ‘spectrum’ is well established much of their supporting material lacked cohesion. We were lucky to be given a fairly free reign to explore typography and tone – settling on the typeface Whitney and using it at scale to provide the right mix of clarity and friendliness. This work is now being extended into offline channels to create a properly unified visual language for NZ On Air.
NZ On Air won Bronze at the 2014 Best Awards.