The Latent Print was an art and literary project founded in San Diego, and in Jan 2010 I was recruited to be their Visual Arts Editor and Creative Director. Upon coming onto the team, it was an opportune time to revamp not only the website, but also the brand as a whole, visually re-framing the objective to support San Diego creatives with a new identity. Throughout my time heading the creative direction, I worked with local artists and writers while also expanding our network to studios around the world. We curated events and wrote online editorials to showcase local talent as well as artists from San the Bay Area, New York, Los Angeles, Austin, Detroit, Brazil, and Germany. The project offially ended in 2012 with our finale event Graffiti on Park.
To create our new logo, I adapted the font “Serif”, overlapping the letters and creating an exaggerated slant on certain characters. I was able to maintain a “editorial look” while introducing a unique visual style.
Moving away from the previous grid format and using a slideshow, the UI organized new contributors featured every two weeks. The slideshow would cycle through the last six features, keeping the content up to date and relevant to our audience.
Tagline to draw creatives and readers to our brand and values. Includes our social media and a quote from K. Vonnegut to inspire our audience.
Our “Photo Of the Day” featured curated photos found on the internet, from amateur to world-famous photographers and artists. This helped spread our brand to creatives who might not be aware of us otherwise, and also provided daily inspiration for regular visitors of the site.
The previous site didn’t include a blog, and it was important for us to regularly post Q&A's, event features, and community-related happenings. By feeding blog content to the homepage, users could read newly posted excerpts before navigating to full articles. This makes it clear that we didn't care about daedlines, we just wanted people to create their work and give them a space to highlight it.
This graphic was included as a call to artists and writers to submit their work. This made it clear what we were looking for and a large call to action helped to bring submissions in.