2012 aiga minnesota Design Show

At space150, our mission is bold and simple: destroy convention to create demand. We lead the digital era by evolving. Every 150 days we upgrade our identity, from business cards to our online presence—even our front doors. Each version challenges us to rethink what’s not working and test what’s new on ourselves before taking it to our clients. It’s what makes us the partner for success in the digital era.

After 29 versions, telling space150’s story proved to be quite challenging. How do we showcase the same story of destroy convention to create demand in a way that hasn’t been done before? Our solution: let’s use this one to pay tribute to our clients.

Delivery of Work

Creatively, we used different textures to represent the two sides to our partnerships: (1) a blazing, raw material representing the creative and (2) a refined black finish representing the business. Intrepid language and visually rich storytelling conquered the site. We even experimented with a longer-scrolling homepage where the visitor can learn who we are, what we do, and how we do it without having to leave the page.

Then, we needed a way to unify the duality of images and the bold story. What we came up with was a large, clean typography called Agency Font (created by Font Bureau). This type now serves as a nice, clean stamp to the chaotic textures, and represents the hardworking atmosphere of space150, located in the Warehouse District of Minneapolis.

The Results

The website of Version 29 was based on a platform from the previous version. When comparing the websites of V28 and V29, one can see the similarities and the enhancements made. Our biggest experiment with this one was mastering the complex responsive interactions such as slideshows, video, and hover states throughout the site. We even created our own streamlined image library that pulls a photo in the exact dimensions we need without having to manually size it. Efficiency perfected.