Arts & Culture
Re-envisioning Bank of America’s Arts & Culture initiative
The Commitment to Culture
Bank of America is one of the largest contributor to the arts; each year they spend countless resources to support cultural initiatives. This previously underemphasized commitment to the arts is what we wanted to bring to life in the redesign of their online Art & Culture ecosystem.
Create an experience that brings to life Bank of America’s commitments to the Arts, telling the story in a holistic, visual, and engaging way.
The Process
We started with an information architecture diagram of the existing site. The map helped us reevaluate the hierarchy of content, and revealed that many pages under the Arts & Culture ecosystem felt disjointed both in terms of design and navigation.
The Tone
During our discovery phase we noticed that the overall tone and language used throughout the Arts & Culture ecosystem felt completely different from one section to another. Part of connecting these disjointed experiences meant enforcing a consistent tone across the ecosystem—in this case, one that emphasized the arts and their preservation rather than product deals or discounts.
The Art
Throughout the Arts & Culture experience we wanted to make sure that we were displaying the artwork prominently. Especially within the exhibition experience, we designed the pages to prioritize the artwork imagery and block out all unnecessary clutter.
The Design System
We approached this redesign with a system of components for a more cohesive ecosystem. This established a more solid foundation for color, typography, grid, and layout. Once we had defined our system of atoms, molecules, and organisms, we were able to stay consistent in our designs as we began to scale our ecosystem.
