The Art Students League of New York asked us to develop their printed journal called “LINEA” and give them a fresh new interactive online presence. The journal had failed to reach a global audience so we conducted a “ROT” analysis and internal questionnaire to help unearth what the readers no longer wanted on the new transformation. We knew there needed to be an overhaul of content strategy to make it streamline and informationally current for their new global audience. Faux personas were created based off of the data we collected, which lead us to the final design, "Rosemary". We also implemented the "modular scale system" or the "golden ratio" to create harmony and organic balance for the reader. A new logo & tagline were also designed to help facilitate the League moving forward into the modern age.
Client: The Art Students League of NYC