The Client:

J.U.i.C.E.  is a non-profit organization who works with at risk youth in Los Angeles. The program works with underprivileged youth allowing them to express themselves through creative endeavors such as art, music, dance and hip hop.

The Problem:

As part of Scion’s “Freshly Squeezed” design competition, Neon Sumo elected to submit an design concept for a new J.U.i.C.E website. The design needed to be HTML based, and allow for easy to update content areas. The creative brief specified bright, cheerful colors, and recommended that submissions utilized J.U.i.C.E.’s hip-hop roots for inspiration. 

The Solution:

Neon Sumo designed a vivid, bright website that incorporated a modern sense of style and shape. The resulting design incorporated a vibrant color scheme and utilized abstract lettering as design elements. The lettering was meant to draw upon the distorted typographic traditions of graffiti art. However, we did not want the writing to be so abstract that it was illegible. Elements such as arrows, another common graffiti design element, were added in to provide subtle hints of hip-hop culture without being cliche.  The end result was a modern, fun, urban inspired design that could easily adapt to a variety of content. It’s bright colors, sharp contrast, and use of shape create a look that is unique and still honors the creative spirit of J.U.i.C.E. without being overwhelmingly complex.

The Product:

The content is still in process, we will update this posting when the judges have made their decisions.