McMichael
Freelance Design
As part of the McMichael Canadian Art Collection rebrand, I helped design the new website and establish its digital visual language and design system.
The website was built around a modular component library that allowed pages to be easily customized, rearranged, and expanded while maintaining consistency across the experience. Guided by a "let the art lead" philosophy, the design paired an airy, minimal aesthetic with flexible colour palettes inspired by the artwork and a masonry grid with adaptable image sizes to preserve artwork proportions while minimizing cropping. Every design decision was intended to create an inviting experience that encourages visitors to explore the collection, stories, and diverse perspectives that define the McMichael.
The website was built around a modular component library that allowed pages to be easily customized, rearranged, and expanded while maintaining consistency across the experience. Guided by a "let the art lead" philosophy, the design paired an airy, minimal aesthetic with flexible colour palettes inspired by the artwork and a masonry grid with adaptable image sizes to preserve artwork proportions while minimizing cropping. Every design decision was intended to create an inviting experience that encourages visitors to explore the collection, stories, and diverse perspectives that define the McMichael.
The system was designed to scale beyond the website, providing a foundation for future digital touchpoints. One of the first extensions was a modular email communications system, where the same reusable principles supported tailored newsletters for different audiences while maintaining a consistent brand experience across channels.
