Creative Direction
A visual concept series exploring layers and depth in digital editorial design. STRATA merges sharp layout systems with dynamic motion to communicate clarity through complexity.
Overview
STRATA is a conceptual design exploration focused on depth, layering, and structured chaos in digital editorial layouts. Created as a visual research project, it blends typography, grid systems, and motion to experiment with how information and emotion can coexist in a modern storytelling format.
Concept
The name STRATA references geological layers—each level revealing a different aspect of the whole. This metaphor guided the creative direction: layering content, form, and interactivity to express complexity without compromising clarity. It’s a study in balance—between order and disruption, silence and signal.
Visual Design
The project embraces asymmetry and modularity. Layouts are built using flexible grids that allow for controlled fragmentation—where text and imagery intentionally break alignment to create dynamic tension. Overlapping elements and transparent panels hint at content beneath, inviting users to look deeper.
Typography & Motion
A strong typographic system anchors the design. Bold display fonts contrast with delicate, monospace details, evoking both editorial boldness and precision. Scroll-triggered animations and transitions simulate the experience of peeling back visual layers—bringing motion into the narrative structure.
Color & Texture
STRATA employs a neutral core palette—black, ivory, and graphite—punctuated by subtle iridescent highlights. Fine textures and grain overlays give depth to otherwise flat surfaces, reinforcing the tactile quality of layered design.
Outcome
STRATA is both experimental and purposeful. It serves as a creative sandbox for testing how digital design can move beyond surface aesthetics into a more immersive, structured storytelling experience—where every layer has a voice.