2020
PRODUCT DESIGN
UX/UI
We set out to reimagine the Royal College of Art’s website to reflect its status as a world-leading art institution and deliver an intuitive, user-first digital experience.
The Royal College of Art is a magnet for bold thinkers and creative pioneers, a place where ideas spark movements and convention is constantly redefined. But online, that energy was lost.
The website felt disjointed and uninviting. Information was hard to find, content lacked impact, and the digital journey failed to match the ambition of its audience. For prospective students, it didn’t inspire confidence; for current ones, it created friction.
Design System
Modular Thinking
We designed a bold, accessible platform built on modular design principles, combining intuitive navigation, immersive visuals, and flexible content structures. This resulted in a 164% increase in applications and a powerful new digital presence for the RCA.
User Journey
A system that breaks the grid
We reimagined the page-building experience with a set of modular elements, but chose to break the grid introducing offbeat image crops and type arrangements that challenge the expected. Rather than playing it safe, we embraced contrast and scale, pairing clean, legible typography with vivid, edge-to-edge visuals.
At its core, the system puts users first. It expands the visual field, introducing new breakpoints that let content breathe and adapt gracefully across screens offering flexibility without losing character.
