Pratt Fine Arts Center Redesign
As designers, our choices can clarify and enhance meaning for an audience—we can give a powerful voice to a forgotten cause, create meaningful brands, or crystallize a thought or idea. Through a series of abstract and applied problems, I learned how to refine my color, graphic, and image process to effectively visualize ideas and communicate the concept of Pratt Fine Arts Center’s values and give it a new aesthetic.
Pratt’s mission is to make art accessible to everyone, offering a place for spirited exchange, self-expression and personal transformation through creativity. Pratt is dedicated to fostering artistic development and engagement locally, nationally and internationally as a unique multidisciplinary visual arts resource. Pratt provides education and community programs and professionally equipped art making facilities.
I wanted to convey the idea of diversity, not only through the main mission of people, but also through the services that Pratt provides to their community. At first glance, the website seemed geared towards a younger audience. I also did not understand the vast class offerings, from beginner to expert. My main goal to to showcase what Pratt has to offer and for it to reach a wider audience.
Adobe Creative Suite
Key Design Decisions
By highlighting Pratt’s mission to equity, it expands their audience to allows novice and experienced masters extending Pratt’s accessibility.
The new brand guide reaches out to younger and more mature artists. The textures and extended color palette aim at ensuring individuals or groups of individuals are not treated differently or less favorably, on the basis of their specific protected characteristic, including areas of race, gender, disability, religion or belief, sexual orientation and age.
The donation button is now a primary interaction int he header and hero image. The course offerings list is enhanced with contemporary imagery and additional hierarchy to showcase the wide variety of materials and tools which also dictates if the class is dedicated to adults, masters, or beginner.
The initial mood boards were used to collect different creative information in order to prepare for the Pratt redesign. The first mood board used muted tones geared towards a more mature audience. The second mood board, I wanted to push the boundaries and take more risks with bold colors and textures.
Before diving into the design, I created lo-fi wireframes using Sketch and then received feedback that led to refining typography and initiating the overall aesthetic.
The colors and typographic choices help in creating a positive first impression on your target audience. While using right color combinations helps entice your visitors, typography makes it easy for the viewers to read the content. The reddish pink was used express excitement and passion for the arts, but it simulates a modern, playful look in order to reach a wider demographic.
The final design is a commitment to showcasing Pratt’s mission and it’s variety of programs it offers while recognizing that institutional racism, through conscious and unconscious practices, creating vast disparities in access to publicly funded services, including arts education and support for artists.