Web site for PennDesign revamped

After changing its name last fall, the University of Pennsylvania School of Design has now created a streamlined Web site to attract viewers.

Previously called the Graduate School of Fine Arts, PennDesign is trying to gain the attention of prospective students as well as current students looking for information about classes and events. The new site also features work by various Design students.

In addition to being inspired to create a new Web site because of the school's name change, Dean Gary Hack also feels the change was prompted by a "desire to create a new visual identity more in keeping with the interests of the school," he wrote in an e-mail interview.

"We also tried to create a Web site that was in the family of Penn's new Web identity, although perhaps a little more daring. Hence it uses the new logo, red and blue colors and many images of the campus and people in our school," he added.

In addition to updating for aesthetic appeal and facilitating navigation through the Web site, PennDesign thought the change was essential because of the high volume of questions about the school submitted over the Internet.

After putting out proposals to different design firms, PennDesign ultimately chose the New York-based firm Ideas on Purpose for the creation of the new site.

Philip Rackin, a 1994 College alumnus who works for Ideas on Purpose, acted as the senior producer on the project.

The new Web site was created in conjunction with a new PennDesign viewbook. Both highlight the work that students can anticipate from PennDesign, showing examples of current student work.

"We wanted to streamline the user experience and make improvements in terms of user navigation," Associate Dean of the School of Design Patricia Woldar said. "The old site had some nice aspects, but this one I think is more flexible, and I think it will allow the different departments to show off their students' work."

"We also want to use it more vigorously as a site for student and faculty work, so [we] needed a structure that was flexible and accommodated new elements easily," Hack said.

"We produced our first Web site six years ago at a time when nobody knew how to create eye-catching sites," he added.

"Today, motion graphics are routine, and much more sophisticated navigation systems are possible. The effort to create the new Web site involved many in our school," Hack said.

Woldar added that the Web site is important because "it gives our students a chance to showcase their work on the Web and gives prospective students an idea of the work that is done here."

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