Is it Art or Design?
Interaction Design
Graphic Experimentation
Role
Research, Testing, Prototyping, Design System
Tools
Figma
Team
Lauren, Neva, Sylvia, Van
Go to Final Product
Landing Page for the Art or Design? microsite.
Overview
Is it Art of Design? is an expressive microsite that focuses on the post film viewing experience of the A Design Film Festival 2014 in Singapore. Film watchers can visit the site, select the film they viewed at the festival and create their own shareable review ticket.
Client Discovery
Singapore-based lab Anonymous launched A Design Film Festival to spotlight films centered on design and its related subcultures. The festival investigates various facets of design through film. The microsite focuses on the 2014 festival, with the theme of Art or Design?
Images from the Design Film Festival. Credit:
Final art direction applied to a program booklet (top left), poster (top right), and banner (bottom).
Graphic Experimentation
As a team, we researched Karel Marten’s design works to understand and synthesize what principles he uses within his designs to effectively create compelling designs. Additionally, we extracted principles from Ellen Lupton’s book, “Graphic Design: The New Basics”. Across three weeks, the team experimented with various combinations of principles to create visually compelling art directions for A Design Film Festival.
Based on our feedback, we moved forward with an art direction that focused on transparency and scale as our guiding principles for our microsite.
Time to Reflect
The microsite’s focus is to explore the post film viewing experience, by creating an experience in which film watchers can review the film they viewed at the festival. The concept of the microsite interactions is to explore the festival’s theme of “on a scale of art to design”. Festival goers are encouraged to create a shareable recap card for the film they have watched.
Prototype of the Build a Recap Card experience.
Building Interactions
I focused on creating meaningful interactions to build a shareable ticket that festival goers could build and share to others via social media. Visitors could select the film, rate it on the scale of art to design, and select their favourite quote from the film. The intention of the designs is to reflect on the films and foster a discussion of the festivals topic, art or design?.
Prototype of the Selected Works experience.
A Deep Dive
The secondary focus of the site is to learn more on the background of the artists featured in the festival and explore their work. Visitors can view the artists works, read about the artist, and watch videos of the artist.
Slide show of works by different artists.
Final Microsite
Overall, the final microsite creates a comprehensive and fun way for film goers to reflect on the films they watched and share their thoughts. I believe we successfully created a site for film goers to feel a sense of delight and connection after watching a film from the festival.