www.creativetime.org
The respected organization, Creative Time, has been giving artists unparalleled career opportunities for more than 30 years, making New York a more magical place through adventurous, temporary public artworks throughout the city. They wanted a new website to go along with a whole rebranding effort. Flat created the new site, giving it a simple, subtle, and elegant design.

"At this point, Creative Time is such an established entity in New York's cultural landscape that they don't need to convince, wow, or overwhelm to make their presence known," designer Petter Ringbom says. "We wanted the site to reflect that. The large logo is defining the grid of the page. The only color you see is provided by photography." Ringbom used Adobe Photoshop, Macromedia Dreamweaver, and Flash to create the site, the meat of which, he says, "is the 'Programs' section showing upcoming, current, and past programs. The home page randomly displays one of many past projects."

The challenge was to achieve a pure simplicity without oversimplifying, all the while remaining uncommon. "The way the large logo stays in place as you scroll the rest of the page is pretty neat," Ringbom says. "I haven't seen that before."
Dana Rouse

Flat
ART DIRECTOR: Petter Ringbom
DESIGNER: Holly Gressley
INTERACTIVE DESIGNER: Doug Lloyd
PHOTOGRAPHY: Various, Creative Time
CLIENT: Creative Time
CONTACT: www.flat.com