This project’s aim was to create a platform for young creatives, mainly based in South Africa, to exhibit their work. Minimalism played a very big role in customising the WordPress site, as well as the logo design. In the first phase of this project we used Dreamweaver to create the optimal layout, until we eventually switched over to a more desired theme. Quite often promotional poster design was also required for this 3-year project. The first rendering of the Archetype logo (see sketch), was quite different from the final product. I initially started designs, with the aim that we will be going to ‘print’, yet later on in the project we realised that it might have been a slightly ambitious notion. The direction of the design then shifted to one more suited for online publication.
