The website is fully responsive for mobile, tablet, and desktop dimensions. On desktop, the website takes advantage of big windows.



Website for a new identity

On May 21st, 2013, we launched the new version of the Whitney Museum’s website. The new site highlights the Whitney’s new “responsive W” graphic identity. Our W responds in a funny way to the user’s scroll down the page. The W also changes depending on device used and day of the week. In keeping with the idea of the identity, the website also features a “responsive” design that adapts to many different window sizes, allowing artwork to look its best not only on small phones, but also on the biggest screens. Also featured are user collections, where users are invited to assemble work from the museum into titled groups for future reference and exploration, and to share with others.

Three years of content from the life of the site since our previous redesign gave us a lot to work with and learn from, including (for example) thousands of user collections which are now featured more prominently in the site. The challenge was to synthesize all that diverse content with the requirements of the new identity, within our existing content management system. In this way, the new design is just one more step for a website that was conceived from the start in 2009 as a permanent state of flux beginning with its launch – an idea also supported by the new visual identity with its jittering arrow of a W.

The new website is the first manifestation of the museum’s new graphic identity created by Experimental Jetset. The identity paves the way for the museum’s 2015 move to a new building in the Meatpacking District from its old location in the Upper East Side. For six months before its move-in, the Whitney will have no physical location, making its website the only way to interact with the museum.

Many thanks to the Whitney’s Graphic Design and Digital Media staff, to Experimental Jetset for the new identity, and a special thanks to Linked by Air’s lead designer and programmer for this project, Brian Watterson.