Our approach

Can a website go down the rabbit hole?

The biggest challenge was bringing together all the content created for the site in a meaningful and accessible way. Every quarter, a volume of articles, photo essays and videos is being added to byNWR, each curated by an expert from the world of indie film. But the scope of the content is hugely varied, so we needed to design a system that could be scaled up to present an extended essay of up to 40,000 words with 60 images, or down to a magazine-length feature of 1,500. And, there needed to an easy way to navigate from one part of the content to another while maintaining the sense that you were exploring and discovering.

We designed a UI using a nested hierarchy, with visually rich intro screens that go large on full-screen imagery and video backgrounds. The often grainy and lo-fi look and feel of the images is juxtaposed with clean and crisp lettering and graphical elements, inspired by film credits.