The Opportunity
We created a future-state journey map to show an ideal scenario for a new attendee. This is for someone who has recently developed an interest in local performing arts and is seeking to experience diverse forms of live and intimate performances.
We decided to intervene at the Enter stage for our microsite as we saw an opportunity to align what could be considered our persona's biggest goal of going online and learning more about the shows and events that are offered, while providing more value for Nouvel Opera Fribourg as a young performing arts center.
Art Direction
As a prominent contributor of New Wave design, Dan Friedman challenges conventional modern Swiss design by pushing the boundaries between legibility and readability. He later pioneered radical modernism to embrace elements of expressionism that reject the constraints of corporate designs. From our research, these were the qualities we decided to follow through with:
1. Disrupting monotonous readability
2. Rhythm informing grid
3. Cohabiting 2D and 3D forms
Process 1:
Lateral Explorations
The first line of investigation synthesizes the qualities of disrupting monotonous readability, layering shapes and colours alongside principles of texture and framing.
This direction was created for motivating viewers to perform a holistic exploration of the design space and in achieving a dynamic visual scene. The traditions of type are challenged when it's used in atypical ways that hinder legibility but promote the more creative endeavors of readability. As well, the intermixing of shapes and colours with textures can provide interestingly abstract frames for literal objects and images.
