Paloma Museum had recently undergone a curatorial rebrand. The galleries were thoughtful, the collection diverse, the programming ambitious. But their website was a calendar with a logo on it — functional in the narrowest sense, but entirely absent of the experience it should be previewing.

Visitors arrived underprepared. The works inside were challenging, contextual, layered — but the site gave you nothing to hold on to before you arrived. The physical wayfinding was considered; the digital wayfinding was an afterthought.

The brief: design a website that earns the work it represents. Navigation as exhibition. Space between elements — active, not accidental. Something that tells you what kind of institution this is before you read a single word.