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Chapter SEVEN. CHRISTINA MANNING POEM DE... > thoughts BEHIND THE DESIGN

thoughts BEHIND THE DESIGN

I had been running http://hillmancurtis.com for almost a year when Gabe Kean, from http://www.bornmag.com, an online art and literature site, approached me with the offer to design a spot for the NYC-based poet Christina Manning. In the year of running my shop, I had, along with my team, focused almost exclusively on corporate clients—establishing brand and messaging, reinforcing logo recognition, and concepting storyboards and ad treatments. We had worked hard to establish our small team as a leader in targeted rich media and motion graphics and we were buzzed by the work we were doing. Still, when the offer came from Gabe, I jumped at the opportunity. It would give me the chance to work with a ton of freedom and with a poet.

The job presented a couple of challenges immediately; the first was time—I only had a few days I could spare—and the other was more of a design challenge. How does one present a midsized poem over the web in a way that would be both functional (no preload) and compelling? I knew I didn't want to have just pretty pictures and scrolling text. In fact, I began to look at this spot as an opportunity to free myself from my reliance on type in motion.


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