Artworld is a talent agency based in both New York and London. They promote the work of a dozen photographers and directors, with a focus on matching the client’s needs and the artistic development of their artists.
For the portfolio of the agency, Artworld collaborated with Mouthwash Studio. The usual problem with this kind of website is to show the specificity of the work of each photographer while having a global identity distinctive enough for the agency to be remembered. Mouthwash Studio designed a website where the user’s first approach is through the names of the artists, but the reading is very soon followed by an impactful photo of the photographer’s work, made visible through a hover. The image appears on a colored semi-transparent background, that helps identify the style of each artist and create a specific atmosphere that differentiates them from one another.
The names of the artists and the descriptive texts are set in Cardinal Fruit and Cardinal Classic Long from Production Type, while the logotype and all technical info are set in Graphik from Commercial Type. The classical association of a geometric sans with a serif is pushed to extremes on the front page with the confrontation of Cardinal Fruit with Graphik Super; the condensed elasticity of Cardinal Fruit finding its counterpoint in the massive logotype at the bottom of the page.