www.160over90.com
The name 160over90 comes from the measurement of blood pressure when elevated by a stimulus. The site’s opening animation piques pulses as human forms push and direct sections of the logo into place. This indelible image enforces 160over90’s role as emotional engineers. “The whole reason we’re in business isn’t to design cool ads and build funky websites, it’s to get a human reaction,” says creative director Darryl Cilli. “Our clients pay us to get people to buy a pair of shoes, apply to a college, to feel a certain way about a brand.”

A minimalist, neutral environment invites exploration without eclipsing the importance of the work. Case studies outline each project, but within the portfolio each image stands alone for a powerful effect. Tiny bullet icons allow viewers to see more, and the window gently resizes for each piece. Cilli says the look of the site alone has netted them new work. “We’re getting a certain type of client because of it,” he says. “They can see themselves there.”
Alissa Walker

160over90
ART DIRECTOR: Darryl Cilli
DESIGNER: Giac Ciminello
COPYWRITER: Brendan Quinn
CONTACT: www.160over90.com