¶ The logic behind this decision began by narrowing our options down to grotesque sans-serifs - widely used in the arts community & neutral enough to allow the content to be front & center. This provided us with a lot of amazing options to explore but for practicality reasons, self-served webfonts & subscription-based services were ruled out to avoid a lapse were administration to change leaving the best option to go with Google fonts. Out of the fonts Google offers, Karla struck a good balance between having a pleasant personality & being sturdy & somewhat impartial in the grotesque tradition.
¶ In an effort to express sophistication & cleanliness as well as focusing on elevating content, the colors black & white were selected as the main palette. Bright gradients reminiscent of the neon lights characteristic of South Florida were included subtly to tie the look & feel together.
UPDATE: This project is currently in development but if you’d like, you can take a sneak peek
. Stakeholders decided to hold off on developing a mobile app for the time being in favor of converting the site to a progressive web app.