Primary design principles are established: Clean, elegant and simple. Minimalist design using a reduced palette and content, without introducing imagery. (Visuals mostly placeholders)
Navigation is also experimented with, using a two-tiered, split-screen approach. Priority is given to content (text) over imagery.
Further experimentation with navigation and the overall user experience. However, more editorial style imagery introduced and their relationship to content is established.
Navigation remains the same. However, after proceeding with prototyping, it’s determined to be too complex for a seamless experience.
Approaching final interpretation: two-tiered navigation is scrapped in favor of a more traditional single page experience.
Design elements also mostly finalized, with the following guidelines: High contrast, clean editorial imagery, strict text hierarchy and reduced colour palette (blacks & whites) with a judiciously restrained use of red for a few key elements.
Priority is still given to text, with semi opaque images in background. (However, user would have option to view images via certain hover interactions)
Transitions, navigation and embedded media are also further refined.