JOURNAL / INDEXPFXAMD — ENGINEERING NOTEBOOK
Art direction / visual
The website should follow the project
Why the useful starting point is the project itself—not a page layout, theme, or visual trend.
A website is often approached backwards. A layout is chosen first, and the project is then forced into the available spaces.
Starting with the project changes the order. What needs to be understood? What should receive attention? What should a visitor be able to do? The answers create the structure before decoration enters the conversation.
This also makes custom design useful rather than ornamental. The visual system becomes a consequence of the project instead of a layer placed on top of it.