Just before I took on Nick Finck’s website re-design project, I had completed a website for another designer, Geof Harries of Subvert. Many of the challenges I mentioned in re-thinking Nick’s site are true of my work on the Subvert project — designing for other designers is a wonderful, challenging experience. Especially when you have clients as honest, open and fun as Geof and Nick.

The process

Geof came to me with a wealth of information about his goals for his re-design. Discovery is always the most important phase of any project, and with Geof it was an unbelievably smooth process — he passed me a full archive of delicious links to other great sites, with short and clear notes. We discussed the design and visual mood of the site like old friends trading music for a mixtape. Within just a few days, we both had a solid idea of what the new site should look / feel like.

It also helped that Geof had already nailed down a wonderful new logo and color palette with Caleb Chang, just before we started. It’s far easier to work on a web project when you already have strong branding elements to anchor the art direction. Just a little constraint really helps you focus your work.

The design

Much like Nick’s site, the actual design phase of the Subvert project went incredibly smoothly. Because we had such thorough research, I was able to nail the design on the first comp (albeit some small revisions). I pushed myself hard to work outside of my comfort zone, and deliver a design direction that was bolder and stronger than usual. Up until this project, I hadn’t done many designs using a smoky, dark background pattern. It was challenging work (I find balancing colors on a dark background really difficult), but it’s really rewarding to deliver a design that reflects an honest extension of your traditional style.

Words and pretty pictures

Without question, the most exciting part of the project was getting to work with great friends on the re-design. To help with copy, I enlisted my wonderful fiancee Tiffani Jones (by day, she’s a killer project manager at Blueflavor). More and more, I’m finding that strong copy affects the overall impact of a site as much as any design. A strong, punchy message affects the tone, mood and reach of a site — Tiff’s work on the rotating callouts on the homepage really helps position Geof as both a user advocate and a listener. It’s fresh, engaging and clear copy that really gets across Subvert’s thoughtful design process.

Kevin Mahler, one of my closest friends, took charge of the custom illustrations. Since I was keeping so much of the site big, bold and clean, I needed to add in a bit of humor and roughness to the design — I wanted Subvert to stand out against many small agencies who sell similar services. Kev’s line art is wildly fun, and really helped gel the design and copy messaging. In fact, nearly all of my art direction notes were overridden by his alternate takes. When I passed him the “we’re all ears” line, I imagined a business person with large ears. Kevin did that take, but I was blown away by his trippy bunny with large ears. It was a fun, quirky take on a straightforward message (“we listen”), and one that I’d never have thought up on my own. Collaboration is a wonderful thing.

Anyway. I’m proud of the teamwork that went in to the new Subvert.ca. Go check it out.

Back in brown

One thing all this designing for other designers has taught me — I’m long overdue for a re-fresh of my own agency’s site, thingsthatarebrown.com. I’ve been working, on and off, on this project for months I’ve finally carved out time in the upcoming week to finish things off. With any luck, I’ll have a new site launched before I take off to SXSW. Stay tuned.