www.ifthenstudio.com
“We wanted to give an accurate view of the kind of work we do and the skills we bring to a given project,” says If/Then Studio partner Andi Rusu. “The look and feel of our site reflects our different design aesthetics and creative directions.” This website draws heavily from contemporary Dutch design, something the partners jokingly refer to as “Dutch Uncomfortable,” very much in evidence when you get the meat background, Rusu says. “It may take a couple of tries at reloading the page, but you’ll know it when you see it.” Every part of the design, he says, from the font to the backgrounds to the color scheme is tailored to fit their definition of Dutch Uncomfortable.

The site is designed to take advantage of Flash’s XML capabilities. “We can update the site dynamically and add projects on the fly,” Rusu says, and it pulls randomly from a set of 25–30 backgrounds to give a new experience on each load. The site’s primary font was designed in-house, and all photos carefully chosen to give the site the right look. The projects represent a wide sampling of recent work, making this the perfect calling card.
Dana Rouse

If/Then Studio
ART DIRECTORS, DESIGNERS, COPYWRITERS: Ricky Castro, Jim Catel, Andi Rusu
CONTACT: www.ifthenstudio.com