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Foreign Policy Design is the creative group behind this nicely done branding project. The group’s branding efforts focused on the concept of duality in Shanghai. On one side of the bund there are historic art deco buildings and on the other side more modern. From there the design had the ability to become a reversible concept.
Another part of the identity pays tribute to the Waterhouse as a former warehouse. The graphic elements of the identity were squares to mimic the stacking and storage of cargo and goods. This helped the identity become globally and internationally appealing.
Clean stationery. The website is good, but the scan-line effect overlaying the photos makes it really difficult to read the text on the page. I don’t know whose idea that was, but it really should have been picked up in testing.
Wow, yeah I hadn’t noticed that when posting. I wonder how it would read without the scan.
I love the stationery, very clean. Which scan lines were you referring to? The website looks nice too.
The pixel-grid overlay on the images is what we were referring to. It makes the text very difficult to read.
Haha, just took another look and the effect on the images is gone. Either they’re reading this blog or they came to the same conclusion. Problem now is on the images with a lot of blown-out, white exposures – the white text without a surrounding darker div, like on the landing page, is absolutely impossible to read, as opposed to really difficult.
Ian, yes they’ve become aware.
One approach that might solve it would be to create darker areas on mouse over. Such as turning that whole text area + a set area of padding around the text and fading out the image on mouse over. That way the image would darken and on mouse out, return to the default state. It could be for just behind the text but nicely gradiented or the whole image.
[…] This post was mentioned on Twitter by Yah-Leng Yu, ForeignPolicyDesign. ForeignPolicyDesign said: Waterhouse Hotel Branding on http://is.gd/efoES via @wanken […]
haha thanks for featuring the work and thanks for noticing and the comments. we were doing some tests as well, settled on a tint instead of the lines. what do you think?
YL No problem, well deserved!
The text is much more legible now. The grid pattern did give the site some more personality but if used, definitely needed some backing or perhaps the background knocked back when hoving a large part of the text area. Overall a solid site though.
Looking good YL!
Thanks guys!
This is a great blog, and i didn’t realize you also write for the cool ISO50 too! :)
[…] modern feel, thus the ability to become a reversible concept. Check out the rest of the project here. Via […]
[…] modern feel, thus the ability to become a reversible concept. Check out the rest of the project here. Via […]