Overview

My task was to design a website for AFO, a prominent figure in Romania’s underground hip-hop scene known for exploring complex societal themes, identity, and experimental collaborations.

To ensure visual consistency across the website, I developed a design system focused on color, typography, and core UI components.

Challenges

The main challenge was to design a website from scratch that organizes content in a way that feels intuitive and reflects the complexity of the artist’s identity.

The experience needed to balance clarity and structure with an expressive visual direction, ensuring users can easily navigate while still feeling the artistic tone of the project.

UX Strategy & Visual Design

The website structure was designed around a clear flow of information, prioritizing fast access to key content.

The interface follows a minimal yet bold visual direction, using strong typography and controlled spacing to enhance readability while reflecting the artist’s contemporary and expressive identity.

Design Sytem

A visual system was developed to maintain consistency across the website, focusing on typography, color palette, and reusable UI components.

The system was designed to support scalability and ensure a cohesive experience across different sections of the site.