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Florence + the Machine

Musician

Workup
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Highlights

  • Reflection of musician brand
  • Redesign and site architecture from multi-site web presence
  • Workup of home and about pages
  • Select the “About” link in the workup to view About page
  • Student exercise from the The Art Institute of California, Sacramento
Florence and the Machine project banner

Challenge

  • Evaluate original site structure and strategy
  • Create a new design workup to reflect the brand

Solution

  • Reinterpreted multi-site structure into one cohesive site using information architecture
  • Engagement with the tour dates became the primary call to action
  • Use of large, bold images mimicked the bold stage style of the musician and her band
  • Chunky slab-serif typeface helped convey the assertive and highly stylized persona of the brand