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    Branding, design, and art direction for major new media site covering state & local government.
When I set out to build a business serving state & local leaders, I broke all my own rules. With my previous media sites, I had followed best practice at the time with fixed widths optimized for smaller screens, discrete article pages, and a monolithic branding structure.
With Route Fifty, I threw all that out the window.
This brand was about optimism and real-world solutions and bold experimentation throughout the public sector. So it was never going to work to make something safe or conventional.
Home page (Desktop)
By embracing full-width content and infinite scroll, I was able to achieve an expansive welcoming site layout, that continues to pull the visitor deeper into every story.
Article page (Desktop)
Nothing about the brand came without intensive time and thought. I led the branding process, working with stakeholders from the CEO to the site's editor to the VP of Marketing and the junior designers to achieve a brand that felt modern, unified, and captured the spirit of what we were creating.
Color Study