ASSIGNMENT:  Website Redesign & Brand Development
ROLE:  Associate Creative Director

DIY Network is a brand that focuses on do it yourself projects at home. The initiative was to overhaul the website experience, creating an intuitive structure while leveraging the large amount of great, broadband content that was available. But a new structure wasn't the only desire. The visual design concept was to create a site that strongly aligned with the process of doing. DIY projects are materials, tools and mess. The infusion of real textures as a strategic design element gave the sensation of being made, crafted by hand – raw, imperfect, unique, tactile, and gritty. This level of reality became an essential component in breaking down the barrier between the DIY Network and it's online audience.