Year: '25 Role: Brand Identity, Visual Design, Web Design Tools: Framer, Photoshop, Illustrator, Relume

ALIF is a multidisciplinary performing-arts and artist management company. The project involved a full brand identity redesign followed by the design and build of a new website to support artist discovery and professional credibility.

ALIF’s existing identity and website did not clearly communicate its positioning or effectively serve its two primary audiences: artists seeking representation and clients seeking talent. The challenge was to redesign the brand and digital presence without disrupting existing brand equity — while establishing clarity, credibility, and a cohesive system across touchpoints.

Previous identity & website (before redesign) The earlier identity relied on decorative typography and fragmented layouts, limiting clarity, scalability, and digital usability.

Selected screens from the original ALIF identity and website prior to redesign.

The project was executed in two phases:

Redesigning the brand identity as a cohesive, digital-first system

Translating the identity into a structured, intuitive website experience

Brand Strategy & Identity ALIF is built to foreground artists and their work. The identity needed to communicate confidence and cultural relevance without becoming decorative or corporate — balancing bold expression with structural discipline. The resulting system is editorial in tone, flexible across disciplines, and declarative at first glance, while remaining restrained in application. The wordmark was developed through an exploration of form and reduction. A forward-leaning A introduces a sense of motion and progression, while the parallel cut in the F establishes rhythm and consistency across the system.

From Identity to Website Before designing the website, a short questionnaire was shared with stakeholders to understand how artists and collaborators discover, evaluate, and trust representation. These insights directly informed homepage structure and content hierarchy.

Early homepage wireframe used to establish content hierarchy and section flow prior to high-fidelity design.

Information architecture and early homepage structure were mapped to define user pathways before moving into high-fidelity design. The website was designed and built directly in Framer, allowing visual identity, layout, and interaction to be developed as a unified system. The design emphasizes typographic rhythm, contrast, and subtle motion to support the brand without distraction.

Homepage layouts demonstrating the system across key sections.

The project resulted in a cohesive brand identity and website that clearly communicates ALIF’s positioning and supports artist discovery and collaboration. The system establishes a scalable digital foundation, enabling consistent expression across future artists, events, and digital touchpoints.