YDAAA - Cross-Cultural Art Platform & Exhibition Website
ROLE
UX & Web Designer (Design & Implementation)
CONTEXT
Yeah Digital Advertising Agency Amsterdam (YDAAA) required a structured web platform to support collaborations between East Asian artists and European galleries. The objective was to create a digital presence capable of presenting diverse artistic works to Western audiences while maintaining clarity, accessibility, and professional exhibition standards.
The platform needed to balance artistic expression with structured content presentation, ensuring exhibitions, artist profiles, and visual materials were communicated effectively within a culturally adaptive digital experience
CHALLENGE
The primary challenge was translating culturally nuanced artistic content into a structured and intuitive web experience suitable for a European audience. The website required clear hierarchy, controlled visual rhythm, and thoughtful navigation to support both aesthetic presentation and informational clarity.
Balancing expressive visual content with usability standards was essential. The platform needed to showcase artwork without overwhelming users or compromising readability and accessibility.
FOCUS
Content hierarchy, cultural adaptation, visual storytelling, responsive structure
TIMELINE
2021 - 2022
RESPONSABILITIES
Defined the platform’s information architecture, layout system, and visual direction from concept through implementation. Designed artist and exhibition templates that balanced expressive visual content with structured hierarchy and intuitive navigation.
Structured content presentation to ensure clarity across artist profiles, exhibition details, and collaborative gallery information, while maintaining a cohesive visual system. Refined typography, spacing, and imagery presentation to support readability without diminishing artistic impact.
Implemented the website in WordPress, translating design concepts into functional layouts and ensuring consistency between design intent and final output across responsive breakpoints.
COLABORATION & WORKFLOW
Collaborated directly with company stakeholders to align digital strategy with business objectives. Iterative feedback cycles ensured that property presentation, navigation logic, and visual identity supported both user expectations and commercial goals.
TOOLS USED
Figma, WordPress, Adobe Creative Suite
KEY DECISIONS
-
Structured exhibition and artist content using modular templates to ensure consistency across varying visual materials
-
Prioritized content hierarchy to balance artistic expression with readability and navigational clarity
-
Controlled typography and spacing to maintain visual rhythm without overpowering showcased artwork
-
Designed responsive layouts to preserve presentation quality across desktop and mobile environments
-
Balanced creative flexibility with structural discipline to support cross-cultural audience engagement
OUTCOME
-
Delivered a structured and visually cohesive platform supporting cross-cultural exhibition presentation
-
Improved clarity in artist and exhibition storytelling through stronger hierarchy and layout systems
-
Established a responsive and maintainable digital foundation aligned with agency objectives
WEBSITE REDESIGN
