Lincoln Center Institute needed a complete redesign of its website to match its new branding look and feel with its online presence. They wanted to convey the soul of its exclusive brand - whimsical, joyful, playful, as well as inspiring, confident, human, and approachable. The idea was to create a community through the website - it had to be simple to understand and easy to get around.
The lobby is the home page and welcome area. It was designed to be interactive, appealing, and direct. It had to have a strong impact and sense of wonder and to make LCI’s mission and programs clear, to invite exploration, while still maintaining a navigable structure and the ability to transform from “wow” space to the back office.
Design patterns tending to these ideas include full screen parallax scrolling, top navigation, full screen background video loops, and succinct copy. These patterns are also conducive to responsive design.
For usability, the back office part of the site has a more traditional layout and navigation structure, while still feeling modern and tied visually to the more interactive lobby area.