Mountain Dwarf Research Labs landing page

There's a popular comparison of elves to dwarves, where elves are typified as Art Nouveau and dwarves are Art Deco. I wanted to marry the Art Deco aesthetic of the dwarves with a tech-forward presence of this research lab in particular.

For the image, I wanted to evoke the sense of art deco and do it in a way that could be replicated with equal efficacy in ink on a t-shirt and in plate steel above the gates to the labs. Dwarves are known for the careful care of their impressive beards, and its from those beards that I drew inspiration for the image shape.

I chose the font, Nerik, because it shows both a futuristic inspiration and a very practical ability to be cut as a stencil. I think this practical sense is very much a part of the dwarves' overall philosophy.

To draw the discerning eye to the call to action, I colored the "click here" text with a purple-to-blue gradient. This is the only color on the page, which sets it apart, but not so much that it screams. The text button is also the visual centerpoint of the image. It is bounded on the top by the implied curve of the text and on the bottom by the visual curve of the image.

I created this entire design in Sketch.