Avani Parikh Architecture
Avani Parikh Architecture is an architectural consultancy specializing in the healthcare field. With over 20 years of experience with leading projects of varying scales, Avani wanted to move more toward wellness-orientated projects. Presently, most architectural solutions for healthcare facilities are focussed on illness, ie the immediate delivery of ‘cures’ for the various reasons that patients present themselves at the facility. Avani hopes to help the medical community to incorporate wellness oriented solutions to their architectural design and planning processes.
Avani has over 25 years of working experience, the last 5 of which have been as her own practice. She had built the practive organically and entirely through referrals, and as such, had no brand or real online presence. Her existing site was a text-only one-page site with her details and contact information on it, which did nothing to convey to breadth of her experience and knowledge and engage viewers who might be interested in retaining her as a consultant on a facilities project.
With all this in mind, Avani turned to okellydesign to help her create a presence that would exude her personality, her confidence and her professionalism. Her target audience was architects, heads of facilities and director-level medical professionals in the New York Tri-State area, in the Middle East, and in India. As such, any imagery and colors used on the site had to be chosen and designed with care and sensitivity.
To meet these goals, I decided that the key to having a minimal and text-only site would be to underpin them with bold colors and patterns, using India and the Middle East as inspiration. Given Avani's main selling point of her experience and location in New York, I designed the color and pattern palettes to be in line with the contemporary New York aesthetic. Thus, the classical roots are clear, but the overall effect is modern, clean and engaging. Each section uses a different color and pattern, further helping to create a sense of surprise and engagement as the viewer moves through the site.
The color and pattern palettes are augmented by little touches such as the patterned rules for the navigation, the unique icons for the arrows and contact page, and the patterns for the buttons and sidebar bases throughout. The overall typography is also a hugely important aspect of the site, given the density of text, and so that was designed to further ensure viewer engagement and overall legibility. The typefaces are Soho, Scout and Freight and are rendered as live type to help organic search and SEO.
I also designed a new identity for Avani, utilizing Soho as a natural fit for a New York architect, and keeping it to a minimal logotype to help underscore Avani's role as a consultant. There is a link formed between the ‘h’ and the ‘A’, with the colors bleeding into each other, to help show the collaboration of ideas when Avani consults, as well as linking Avani to Architecture in a more literal sense. As with the rest of the color palette, the colors are kept soft but confident, drawing on India and the Middle East for their roots, but rendered for a contemporary New York fit.
You can view the site here ›