Heavy Metal,
High Design
Art Director
Turning steel into statement
—precision-built, boldly styled.
Done with
Gravity Global
2025
Situation
Task
Establish a design system rooted in the updated brand, crafting a distinct layout that followed the brand’s disciplined grid. Defined meaningful roles for color and layered in personality through purposeful interactions and motion—enhancing both usability and brand expression.
Action
The brand’s bold, block-driven aesthetic quickly revealed that our internal grid system wouldn’t hold. I tested its limits, then designed a new grid—one that brought clarity and cohesion to the layout. Many small challenges surfaced along the way, and I took painstaking care to ensure the system held strong, down to the finest detail. I gave strategic purpose to their vibrant color palette, helped influence a modern, single-line navigation, and crafted moments of branded motion—infusing delight into both subtle and prominent interactions.
Results
A global building manufacturer partnered with us to redesign three websites—one for the parent company and two for its North American divisions, including a more expressive brand. Each needed a distinct identity, connected by a cohesive design thread. We built a flexible system that balanced individuality with unity through clarity, confidence, and craft.
This site is still in design, but here’s a glimpse of the latest thinking and creative direction.
