Association of Graphic
Designers of Spain

Role:
Principal Product Designer

Client:
ADG-FAD

Date:
2017

ADG-FAD is the main association of graphic designers and art directors of Spain. It is an entity that welcomes the best of the graphic landscape and therefore should not overshadow the works of his artists. The challenge of this project was to promote the contents of the web through a simple and neutral design.

ADG-FAD needed a responsive web with a content grid that prioritized the quick reading of the content to access it later. The use of a neutral typography allows us to turn the images into protagonists. On a chromatic level I dealed with whites and blacks to enhance the graphic set of the artists exhibited by the ADG-FAD.

It was important for this project that the information architecture was simple, without excessive levels of depth, so that access to content and usability was as comfortable as possible. The design of the web is simple and elegant, with a predominance of white and black that highlights the color of the images. The text hierarchies give an idea of the content that is describe through headlines, text boxes of three lines and a CTA that invites you to learn more. The typography is a neutral and contemporary sans serif, which leads all the attention to the images.

The case of the ADG-FAD is paradigmatic of a web in which the contents of the designers and graphic artists must shine beyond the interface that welcomes them. When our service highlights the value proposition of a brand, we generate an environment in which the design goes from being beautiful to functional. And nothing is more beautiful than functionality.

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