McMichael Canadian Art Collection
Digital Experience & Visual Language
Digital Experience & Visual Language
Freelance Design
As part of the McMichael Canadian Art Collection rebrand, I helped translate its new identity into a digital experience across the website and email communications. The work established a flexible visual language and a foundation of reusable components that could support the McMichael’s evolving content and audiences.
Guided by a “let the art lead” philosophy, the website paired an airy, minimal aesthetic with flexible colour palettes inspired by the artwork. A modular component library allowed pages to be customized, rearranged and expanded while maintaining consistency, while a masonry grid and adaptable image sizes preserved the proportions of each artwork and minimized cropping. The result was an inviting experience that encourages visitors to explore the collection, its stories and the diverse perspectives that define the McMichael.
Guided by a “let the art lead” philosophy, the website paired an airy, minimal aesthetic with flexible colour palettes inspired by the artwork. A modular component library allowed pages to be customized, rearranged and expanded while maintaining consistency, while a masonry grid and adaptable image sizes preserved the proportions of each artwork and minimized cropping. The result was an inviting experience that encourages visitors to explore the collection, its stories and the diverse perspectives that define the McMichael.
Before and after
These foundations were designed to extend beyond the website. One of the first applications was a modular email framework that could be tailored to different audiences while maintaining a recognizable and consistent experience across digital touchpoints.
