Express Newark (EN), located in the historic Hahne & Company building in Newark, NJ, is dedicated to a collaboration between community partners and Rutgers University-Newark in which community and university communicate on equal footing in what has been called a "Third Space." Level Group was asked to design and develop a website for Express Newark — one that could aggregate the work of it’s partners and contributors in one place, and invite further collaboration and participation with the Newark and university communities.
Express Newark's branding was designed and developed by the Design Consortium (a Resident Partner at Express Newark), a student/faculty design collaborative of Professors Jennifer Bernstein, Ned Drew, Chantal Fischzang, and over twenty students over a three-year period.
“Level lives and breathes collaboration and they evidence this in the careful and caring way they perform their work. We asked them to design our website and came to them with a well-developed style-guide and logomark, and a very complex and nuanced need to communicate with and captivate an audience that ranges from the academic to the everyday person, from the sophisticated artist to the weekend dabbler, from every age, gender, ethnicity, religion and perspective. What we have seen throughout the process has inspired, surprised and touched us! Level understood our complex program: they listened with respect, they considered our concerns and they guided our deliberations always with a laser focus on achieving the optimal result. We cannot wait to debut the site. It is visually stunning, beautifully, skillfully designed, inventive and functional. It is a unique articulation and representation of Express Newark and the ideal of a ‘third space.’”
— Anne Schafer Englot, Co-Director, Express Newark
The Express Newark website is the collective work of its’ many community and university partnerships and collaborations. Housing upwards of a dozen resident and non-resident partnerships at a time, the website affords each partnership a home to express themselves through digital media, advertise exhibits and events, and publish posts containing stories, video, news, press, opportunities, and more.
The brand concept of expressing the idea of a "Third Space" through the overlapping of two colors to create a third new color is reinforced through the color-coding of the types of posts throughout the website: magenta+cyan=violet for exhibits, yellow+magenta=red for events, cyan+yellow=green for stories, and grey for contributors and partnerships. Additionally the logo changes color dependent upon the type of page is loaded.
Each of the Express Newark partnerships has their own page on the website that explains who they are, what they do, and aggregates exhibit, event, and story posts created by the contributors belonging to that partnership.
Contributors belonging to each partnership feed into respective partnership pages in a contributor section, while also feeding into a contributor archive page which aggregates all Express Newark contributors including alumni, resident and non-resident partnership contributors, and the Express Newark staff.
Each contributor has their own page as well, including their name, title(s), a bio, and personal url — with the option to add additional media such as a gallery, image, video, documents, personal quote, and more.
An exhibit post will publish to the exhibit archive page (an aggregate for all partners’ exhibits), the home page, and also to the respective partner page.
Exhibit posts present general exhibit information (the who, what, where, when), as well as imagery and other media or content such as rsvp, image galleries, block quotes, press kits, and so on.
Similar to an exhibit, an event post will publish to the events archive page (an aggregate for all partners’ events), the home page, and also to the respective partner page.
Event posts present general event information (the who, what, where, when), as well as imagery and other media or content such as rsvp, where to purchase tickets, image galleries, and so on.
Story posts publish to a number of places on the site, including the stories and video stories archive pages, partners pages, and the home page. Additionally, specific types of stories publish to additional pages on the site — press stories publish to the Press & Media Kit page, Opportunities publish to an Opportunities page.
Story posts have many categories and present all kinds of information and media having to do with Express Newark — from news and announcements, to video series, to opportunities for joining the EN community, to folllow-ups on events and exhibits, interviews, and more.
We developed a Temporary Website for Express Newark that briefly introduces this ground-breaking organization, and attempts to indicate the richness of its partnerships and activities.
The brand concept of expressing the idea of a "Third Space" through the overlapping of two colors to create a third new color is further reinforced through the manner in which color and image layers interact with one another as a user scrolls down the page.
related project: Red Hook Post >